YouTube is currently experimenting with a new method of displaying advertisements that will appear when you pause your video. This feature may soon be available on a screen near you.
Despite facing resistance from ad-blockers, YouTube continues to experiment with various methods for displaying ads to non-Premium subscribers. The company’s goal is to increase its advertising reach during video playback.
During the first quarter earnings call in 2024 for Alphabet, Philipp Schindler, a Senior Vice President at Google, provided updates on the progress of an advertising experiment being conducted on YouTube.
“During the first quarter, the implementation of a Pause Ads pilot on connected TVs generated significant interest and engagement. This innovative ad format does not interrupt users’ organic content, instead appearing when they pause. Early findings indicate that Pause Ads are effectively increasing brand recognition and capturing viewers’ attention.”
Schindler did not provide a specific timeline for when the pause ads will appear on your devices, but if Google executives are satisfied with them, it is likely that they will begin to appear in the near future.
According to Adweek, YouTube began testing pause ads in the previous year. These ads will appear as banners around the video and can be removed by clicking the “dismiss”button. They will be similar to the pause ads that were first introduced by Hulu in 2019.
Recently, YouTube has taken action against third-party ad-blockers, stating that users who utilize these apps may encounter buffering problems or encounter an error message stating “The following content is not available on this app”when attempting to watch a video.
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