New Delhi, UPDATED: Sep 19, 2024, 17:47 IST
YouTube has officially announced the global rollout of a new advertising feature called ‘Pause Ads,’ which will display ads to users when they pause a video. This significant development was confirmed by YouTube’s communications manager, Oluwa Falodun.
The feature was initially piloted in 2023 with a select group of advertisers, and it received positive feedback, prompting YouTube to extend its availability to all advertisers worldwide. According to The Verge, advertisers have shown considerable interest in this innovative ad format, particularly as it allows brands to engage viewers during moments of inactivity, especially on smart TVs where traditional advertising might be less effective.
“As we’ve seen both strong advertiser and viewer response, we’ve since widely rolled out Pause ads to all advertisers,” Falodun stated.
YouTube asserts that this new ad format is designed to create a “less interruptive” viewing experience. Over the past year, the platform has explored various advertising strategies, including longer unskippable ads, branded QR codes, and picture-in-picture ads for live broadcasts. Pause Ads represent the latest effort in YouTube’s ongoing strategy to monetize its platform, even during brief pauses in video playback.
For users in India looking to avoid these ads, YouTube Premium offers an ad-free experience. As of September 2024, pricing for YouTube Premium in India includes an individual plan at Rs 149 per month, a family plan at Rs 299 per month, and a student plan at Rs 89 per month. Additionally, prepaid options are available, such as an annual individual plan for Rs 1,490, a quarterly plan for Rs 459, and a monthly prepaid plan for Rs 159.
Notably, new users will have the opportunity to try YouTube Premium for free for either one or three months. However, this offer is exclusively available to those who have never previously subscribed to YouTube Premium using their Google account.
As YouTube continues to evolve its advertising approach, viewers may need to adapt their habits to avoid unexpected interruptions during video playback.
