YouTube has expanded a new ad format called “pause ads.” Whenever you pause a video on YouTube, you might soon see an ad pop up on the side of the screen during that pause. It’s been tested since 2023, and due to positive feedback from advertisers, it’s now available for wider use. So, what does this mean for advertisers and viewers?

Via 9TO5Google

YouTube’s pause ads appear when users pause a video, taking advantage of idle screen time. The ads are displayed on the side of the paused video and can be dismissed by the viewer. While YouTube markets them as less interruptive, and they have seen strong results from this format, making it an attractive option for advertisers looking for new ways to reach audiences without interrupting content directly.

This format joins YouTube’s existing ad options, like pre-roll and mid-roll ads, offering advertisers more flexibility in how and when their message is delivered. Viewers can still opt out of this experience with a YouTube Premium subscription, users are likely to encounter these ads in their daily use of the platform.

How This Affects You

If you’re advertising on YouTube, this could be an exciting opportunity to increase visibility without adding to the interruption of content. Since users are paused and not actively watching, the idea is that these ads won’t feel as disruptive. This could lead to higher engagement rates and better ad performance.

Since these ads don’t disrupt video playback, they could be particularly effective for brand awareness where subtle, prolonged exposure is beneficial. However, consider whether this fits into your overall ad strategy and how it might impact user experience. Balancing ad frequency is key to avoiding ad fatigue while maximizing engagement.

Next Steps for Advertisers

1. Consider Testing Pause Ads: With pause ads now available to all advertisers, it’s worth exploring how they perform. Since the ad appears during a break in viewing, it might capture more attention than other ad formats.
2. Evaluate User Experience: While it’s tempting to use every new ad format, it’s essential to keep user experience in mind. Monitor how your audience reacts to these ads and adjust your strategy if needed to avoid oversaturating viewers with ads.

Have questions about incorporating YouTube’s pause ads into your advertising strategy? Reach out to us, and we’ll help optimize your campaigns to get the most out of these new ad opportunities!