YouTube introduces ads during video pauses 📺

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YouTube is taking a new step in monetizing its audience by introducing ads during video pauses. This announcement is sure to spark debate among users. Although this ad format was tested in 2023, it has now been widely rolled out globally on connected TVs and smartphones.

Successful tests for Google 🤑

In 2023, Google began experimenting with these ads with a handful of selected advertisers. After receiving very positive feedback, the format is now being widely adopted. Oluwa Falodun, a YouTube spokesperson, told The Verge:

“As we’ve seen both strong advertiser and strong viewer response, we’ve since widely rolled out Pause ads to all advertisers. »

This new monetization model comes after record advertising revenue for the platform, which generated $8.1 billion in the first quarter of 2024.

According to YouTube, these ads aim to provide a “less interruptive” user experience, as they only appear when a video is paused. However, the frequency of regular ads doesn’t seem to be reduced. While « Pause ads » are less invasive during playback, they may still be perceived as an additional intrusion in the user experience.

Source : @megaoscar900 sur Reddit

Global rollout and growing trend 😡

Initially limited to a few U.S. markets, particularly for a famous fast-food chain, this ad format is now being deployed in many other countries. It has even appeared on smartphones, according to user feedback on social media. Each time a video is paused, the video shrinks, and an ad appears on the right side of the screen, disappearing once playback resumes.

YouTube isn’t the only one adopting this strategy. Hulu and AT&T already feature ads during pauses, and Sling TV also introduced this functionality in July 2023. This trend highlights a growing desire among streaming platforms to capitalize on every moment of viewing to generate additional revenue.

Pause ads mark a turning point in YouTube’s advertising strategy. While they allow the platform to diversify its revenue streams, they also raise questions about their impact on user experience. Time will tell whether this model will be adopted by other platforms and if it will be well-received by YouTube’s millions of daily users.

What do you think of YouTube’s announcement? Discuss it in comments.