YouTube has been planning to offer new ad formats on the platform for some time now. It should come as no surprise that this plan is now being put into practice – especially after Google recently restricted the use of ad blockers.
The company has now confirmed to The Verge that advertisers will be able to show ads when users have paused a video. YouTube reportedly received “positive responses from both advertisers and viewers” when testing the new offering. But we cautiously doubt that.
Ads spotted in the wild
The main reason to doubt the “positive response” to the new form of advertising is the fact that some users on Reddit have already encountered the pause screen ads and reacted with shock and irritation. Here are some examples:
YouTube claims that ads are not disruptive
YouTube states that ads will not be disruptive during the video break. However, it highly depends on what is being advertised and whether users need to see the ads permanently. For example, anyone who pauses to get up and no longer has the screen in sight will probably not feel irritated.
However, if you are repeatedly confronted with new products just because you wanted to pause the video, this can become quite annoying. Or if you want to take a screenshot in pause mode.
Amazon also plans to place similar ads on Prime Video in the future, which could lead to products. The companies specifically test how they can use advertising formats as lucrative and creative as possible… whether viewers like it or not.
However, the advertising has one advantage: In return, YouTube promises to place fewer regular ads on its videos – if this is actually implemented.
But what about Britain?
The new ad break doesn’t appear to have been rolled out in the UK yet. However, it is only a matter of time before the change takes effect here too.
If this is the case, the best way to get rid of it is to sign up for YouTube Premium.
This article originally appeared in our sister publication PC WELT and was translated and adapted from German.
