In recent years, there has been a rise in YouTube ads, which has left many users frustrated, as there are not many other similar options for people to turn to. YouTube is, after all, the largest video platform. While users have turned to ad blockers as a way to avoid ads altogether, YouTube has also been fighting back. However, now, the company has announced a new plan to limit ads only to paused videos.
YouTube is introducing a new feature that allows ads to appear when a viewer pauses a video, according to a statement made by Oluwa Falodun, YouTube’s communication manager, in speaking to The Verge. This new ad option will be available to all advertisers.
The idea came to fruition following a 2023 experiment wherein a smaller group of advertisers tested this. The test proved profitable for Google and was well-received by advertisers. According to the company, it was also not too disruptive for viewers.
Viewers will see both pause ads and the usual ads
Pause ads on YouTube may seem less disruptive since viewers aren’t actively watching when they pause, but it is important to note that YouTube hasn’t promised to reduce regular ads with this new feature.
Viewers will likely see both pause ads and the usual ads, leading to an overall increase in the number of ads shown all in all.
YouTube will start displaying Ads when videos are paused pic.twitter.com/EHU15LpROl
— Gamingforlife17 (@Kyle12262931) September 20, 2024
Users may choose to subscribe to YouTube Premium, which allows one to watch videos completely ad-free. However, the starting price of $13.99 per month may be too steep for many.
This leaves those unable to afford the subscription still dealing with regular and now pause ads—a point of frustration already being discussed on social platforms such as Reddit.
Other streaming platforms show ‘pause ads’
New research suggests that pause ads could boost viewer engagement. According to a report by the Video Advertising Bureau (VAB), nearly half of streaming viewers have responded in some way to these ads. The VAB, which represents major media companies such as Disney+, NBCUniversal, and Paramount+ highlighted the growing presence of pause ads in the streaming world.
Pause ads appear when viewers pause a TV show or movie, often while taking a break. Streaming platforms such as Max, Hulu, and Peacock, all members of the VAB, have adopted this strategy as they look for ways to increase revenue. These ads are becoming more common as platforms explore new ways to engage viewers and generate income.
In the UK, Channel 4 has been using pause ads for several years. Meanwhile, in the US, Netflix recently introduced this ad format. Peacock, another US-based streaming platform, describes pause ads on its website as “high-impact and unobtrusive.”
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