YouTube has confirmed the rollout of Pause Screen Ads to all advertisers, ending a trial that began in 2023. This decision comes six years after the first warnings about the possibility and a year and a half after Google discovered the format was highly profitable.
Gradual Implementation Process
The introduction of Pause Screen Ads has been gradual. In 2018, the first indications of potential advertising on YouTube’s Pause Screen emerged. By April 2023, Google announced plans to roll out the feature on YouTube and started a pilot project, providing access to a limited number of advertisers.
A year later, Philipp Schindler, Google’s chief business officer, confirmed the format’s profitability. Consequently, the rollout plans were fully implemented. As YouTube’s communications manager, Oluwa Falodun, stated, “Given the overwhelmingly positive response from both advertisers and viewers, we’ve rolled out pause screen ads broadly to all advertisers.”
User Reactions and Comparisons
YouTube users have quickly noticed the change. Reports emerged on Reddit about a noticeable increase in the frequency of Pause Screen Ads, notes NIX Solutions. YouTube markets them as “less intrusive,” but there has been no announcement about a potential reduction in the frequency of standard ads. It’s worth noting that in 2023, YouTube introduced unskippable ads and experimented with longer, less frequent ads.
Pause Screen Ads aren’t unique to YouTube. Platforms like Hulu and AT&T have long used this practice. Streaming service Sling TV introduced pause screen ads in July, allowing users to disable them in their settings. However, YouTube has not announced a similar option, which could lead to more user dissatisfaction. We’ll keep you updated as more details emerge.