Google aims to increase YouTube ad visibility during video pauses.
If you already dislike ads, then you may not be thrilled about Pause Ads. Google recently highlighted the success of tests being conducted on these ads during their earnings call, hinting at a potential expansion to more viewers. Pause Ads are exactly what they sound like – ads that appear when you pause a video. Google is currently testing these ads on TVs playing YouTube videos and seems pleased with the initial results.
Strong Momentum for Pause Ads
During the call, Philipp Schindler, Google’s senior vice president and chief business officer, mentioned the positive impact of the pilot program for pause ads on connected TVs. These non-interruptive ads are generating strong Brand Lift results and commanding higher prices from advertisers. However, it remains unclear whether pause ads will be rolled out to all YouTube users or if they will extend to smaller screens like phones and desktop computers. YouTube first introduced the feature in a blog post last year, emphasizing the opportunity for brands to engage with viewers during the unique moment when a video is paused.
YouTube’s Revenue Boost
YouTube’s strategy aligns with its goal of increasing ad exposure, a significant source of revenue for the platform. Despite some users opting for ad-free experiences through YouTube Premium, the video platform has experienced growth over the past year. Google reported a 21% increase in YouTube Ads revenue in comparison to the previous year in its latest earnings call.
