YouTube Expands Pause Ads: A New Chapter in Streaming Advertising

YouTube has begun extensively introducing pause ads to its users and advertisers, following positive feedback from both groups. The platform previously revealed plans to implement these advertisements, which occur when viewers stop a video. The reception has been mixed among the public, with numerous individuals sharing their thoughts on social media regarding this new advertising strategy. These advertisements manifest as either a static graphic or a brief looping video that appears as a pop-up while the video is paused. The platform has proceeded with this rollout after observing a favorable response from advertisers and users alike.

Pause ads, which are those that surface when a video is momentarily halted, are becoming more prevalent among viewers. Users are increasingly discussing the emergence of these ads on various social media platforms, including Reddit and Twitter, highlighting their experiences with the changes occurring on the streaming service.

These pause ads differ from the traditional ads that users commonly encounter at the start or during videos. Instead, they show up specifically when a video is paused. Unlike the standard video ads, these pop-up ads occupy only a portion of the screen. According to instances shared by Gadgets 360’s team on social media, they usually show up on the right-hand portion of the video player on desktop or above the comments section in the mobile app.

Another notable distinction is that, in contrast to the unskippable ads introduced earlier in 2023, users can dismiss these pause ads by tapping the ‘X' symbol situated at the top-right section. However, this introduction of pause ads has not occurred by chance.

Oluwa Falodun, the communications manager for YouTube, informed The Verge that the decision to implement pause ads widely was influenced by both robust advertiser interest and viewer engagement. The company indicated that the intention behind these advertisements is to deliver users with a less disruptive viewing experience. Nonetheless, no clarification was given regarding whether regular ads would occur less frequently with the introduction of these new pop-up advertisements.

Though this strategy to incorporate pause ads may not sit well with all users, it is not an unprecedented move in the industry. Several other streaming services, such as Disney+ Hotstar, JioCinema, and Zee5, have already adopted similar practices, displaying advertisements on the pause screens for free and lower-cost subscription tiers.