YouTube is rolling out a new type of advertisement called pause ads, which will increase the number of ads users encounter on the platform. This move follows positive feedback from advertisers and viewers, according to YouTube’s communications manager, Oluwa Falodun. The expansion means that users, especially those watching on mobile devices in portrait mode, will now see more ads while interacting with their content.
Positive Reception Fuels Expansion
The pause ads feature began as a test in 2023 with a select group of advertisers. Designed to appear when users pause their videos, these ads were meant to offer a less intrusive way for brands to reach viewers. By April 2024, Google’s chief business officer, Philipp Schindler, confirmed that the trial was a success, with advertisers responding favorably to the new format. Schindler described pause ads as a “non-interruptive” option that leverages natural pauses in content to deliver ads. Originally aimed at Smart TV users, reports now show that pause ads are also becoming more common on mobile devices.
Recently, users have noticed an uptick in pause ads. Online discussions and reports indicate that these ads are appearing more frequently on both Smart TVs and mobile devices. Tech news site 9to5Google has observed that YouTube is expanding this ad format more broadly. Despite claims that pause ads are designed to be less intrusive, there is concern among users that this might lead to an increase in overall ad frequency. YouTube has previously experimented with longer, less frequent ads, but the addition of pause ads could heighten user frustration if it results in even more ads.
The Trend of Pause Ads in Streaming
YouTube is joining other platforms like Hulu, AT&T, and Sling TV in adopting pause ads. These services have implemented similar ad formats, with Sling TV allowing users to opt out of the feature initially. Pause ads are intended to offer a new way for advertisers to engage with viewers during natural content pauses. However, as ads become more pervasive across streaming platforms, many users feel overwhelmed by the growing ad presence in their media consumption.
YouTube Premium as a Solution
For those looking to avoid the influx of pause ads, YouTube Premium offers an alternative. At $13.99 per month in the U.S. (£12 in the U.K., AU$32.99 in Australia), subscribers can enjoy an ad-free experience along with additional benefits like offline viewing and background play. YouTube Premium also includes access to YouTube Music, which recently added new AI-powered features, enhancing the subscription’s value.
Though YouTube Premium comes at a higher price, it provides a way to escape the increasing number of ads. As YouTube continues to introduce new ad formats, more users might consider upgrading to Premium to avoid the growing ad load.
The introduction of pause ads marks a significant shift in YouTube’s advertising strategy. While the company promotes these ads as offering a more seamless experience, the overall increase in ad frequency could lead to further user frustration. For advertisers, pause ads present a fresh opportunity to engage viewers during natural breaks in content. Balancing advertiser interests with user satisfaction will be crucial for YouTube as it continues to evolve its advertising approach. Meanwhile, users seeking fewer ads may turn to YouTube Premium or alternative streaming services to enjoy a more uninterrupted viewing experience.
