YouTube is adding a new ad format to its TV experience, which displays advertisements when users pause a video. Google initially announced the feature in May 2023, and it is now making its way to some users, signalling the start of its broader rollout.
First noticed by users on platforms like Reddit and X, these ads appear when a video is paused on a smart TV. The user interface adjusts to accommodate the ad, shrinking the paused video to a smaller portion of the screen while the ad occupies the right-hand side, reports 9to5Google.
Users are provided with options to dismiss the ad or access more information through buttons displayed beneath it.
Dunkin’ Donuts is currently the only brand reported to participate in this early phase of the ad format’s release. It is unclear how widespread the feature will become.
While YouTube has not reported any official reason for this rollout, speculations are rife that it has been done to boost the revenue.
During the earnings call in April 2024, Philipp Schindler, Google’s Business Officer, highlighted that the advertisers are excited about the idea of ‘paused ads’ by YouTube
“In Q1, we saw strong traction from introducing a pause ads pilot on connected TVs, a new non-interruptive ad format that appears when users pause their organic content,” Schindler noted.
This is also the reason why YouTube began a crackdown on adblockers starting in May 2023. During the same time, the platform announced 30-seconds unskippable ads on TV.
In April 2024, YouTube further increased its efforts to combat third-party ad blockers. Users using these adblockers received a notification stating, “The following content is not available on this app.”
Many experts believe that this move by YouTube is to encourage users to switch to the premium plan. Adblockers have been a constant challenge for the platform and the company understands that.
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