The new advertising strategy is called Ad Pausing. During a conference call on Thursday, Google boasted about the success of the tests; This means that the feature will be available to more viewers in the near future.

What is Pause Ads?

As the name suggests, Pause Ads are ads that appear on your screen when you click pause on a video. It can’t be skipped, it just disappears when you replay the cutscene.

Google is testing Pause Ads on TVs that play YouTube videos, and the company is pretty happy with the results.

In the first quarter, we saw strong results from the launch of the Pause Ads pilot program on connected TVs, a new continuous ad format that appears when users pause content.
– says Philip Schindler, Google’s senior vice president and chief commercial officer.

Schindler adds that preliminary results show that these types of ads show high engagement results and charge high prices from advertisers. In this way, the company will be able to earn much more money.

While it hasn’t mentioned that Pause Ads will expand to other device types, you can’t expect the company to miss such an opportunity.

YouTube and its ads

Advertising is by far YouTube’s biggest source of revenue, so it’s no surprise that the video service wants to show off more of that. Today, users are faced with a variety of advertising formats: static or animated banners, 30-second videos and more. Another way to make money is for people to pay for YouTube Premium because they are tired of ads.

As a reminder, the service has stepped up its fight against ad blockers in the past year. Once enabled, the blocker not only blocks users from playing videos, it also blocks custom third-party apps that now offer ad-free alternative clients for YouTube. These steps alone allowed Google to improve its financial performance by 21% compared to the same period last year.