YouTube’s New Pause Ads

It has been reported that YouTube users are currently dissatisfied with the current state of ads on the platform. However, instead of addressing these concerns, YouTube appears to be more interested in expanding its ad presence during video playback. As a result, the platform has been experimenting with a new method of displaying ads – by showing them when the user pauses their video. This move has raised questions about user experience and the impact it may have on viewership, particularly as it may deter users from engaging with content on the platform.

Google’s Chief Business Officer, Philipp Schindler, has commented on the positive response the pilot program of ‘pause ads’ has received. The ads are appreciated for being non-intrusive. Due to this positive response, the company may consider a wider rollout on desktop and mobile devices once it’s finished gathering data for its ongoing experiment on TVs.

How will Pause Advertising Be Displayed?

YouTube announced last year that it was testing pause ads in selected regions. The company had stated that when a user pauses a video, it would shrink, and an advertisement would appear next to it. Although no specific timelines have been shared by YouTube’s Chief Business Officer, Robert Kyncl, regarding the release of pause ads, he did confirm that they will first roll out on smart TVs. It is still unclear what the exact nature of these ads would be, including their duration and if they would be skippable or not.

Community Reaction

After looking through Reddit discussions and other online communities, it appears that the majority of people are not bothered by non-invasive advertisements on YouTube. However, this general acceptance is dependent on the advertisement being an image rather than an unskippable video. Some individuals dislike the additional pause ads on YouTube, as they feel that they already encounter too many ads while using the platform. Moreover, people express concerns about the impact of these ads on the viewing experience, particularly when trying to read small text on the screen. One Reddit user highlighted a potential issue when trying to pause and read something on the screen, such as documents or other important information, as once the video is paused, it will shrink and make it difficult to read the text. Overall, while many people do not seem to mind the presence of ads on YouTube, there are valid concerns about their impact on the user experience, especially when it comes to reading text.

Positives for Businesses

Given YouTube and, by extension, Google’s heavy reliance on ad sales for revenue, exploring innovative advertising avenues like pausing video ads seems a sensible route. However, it’s an approach that has complexities, particularly concerning the balance of user experience against the platform’s financial motivations.

From a business perspective, the implementation of pause ads could represent a significant stride towards minimising disruption in the viewing experience while still delivering the ad content that fuels YouTube’s revenue streams. In theory, pausing video ads cater to a niche where viewers are less likely to be irritated by sudden interruptions, as these ads only appear when one opts to pause the video. Additionally, as noted by Schindler, the premium pricing commanded by such ads could point to their effectiveness or perceived value amongst advertisers, potentially leading to a richer, more curated advertising experience.

If you’re looking to improve your YouTube or Google Ads reach and conversions, contact the experts at Odyssey New Media.

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