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YouTube Introduces Unskippable Pause Ads
If you find ads on YouTube annoying already, you may not be pleased with the new Pause Ads feature. Google recently discussed the success of its Pause Ads testing during earnings calls, hinting that this “feature” could soon be rolled out to a wider audience.
What are Pause Ads?
As the name suggests, Pause Ads are non-skippable advertisements that appear when a user pauses a video. Google has been experimenting with Pause Ads on TVs showing YouTube videos, and the results seem promising. Philipp Schindler, Google’s senior vice president and chief business officer, mentioned during a recent earnings call that the company has seen positive results from the Pause Ads pilot on connected TVs. He stated, “Initial results show that Pause ads are driving strong Brand Lift results and are commanding premium pricing from advertisers.”
However, it remains unclear whether Pause Ads will be extended to all YouTube users or if they will be limited to specific devices such as phones and desktops.
Importance of Ad Revenue to YouTube
It comes as no surprise that YouTube is looking for ways to increase ad revenue, considering it is a significant source of income for the platform. Notably, YouTube Premium subscribers who pay to avoid ads contribute to the company’s earnings as well.
YouTube has been working to combat ad blockers over the past year, and this effort seems to be paying off. Google reported a 21% increase in YouTube Ads revenue during the recent earnings call, indicating the effectiveness of their strategies.
With Pause Ads potentially set to become a regular feature on YouTube, users may need to adapt to this new form of advertising when pausing videos.
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