YouTube has long been considering bringing new ad formats to the platform, so it’s no surprise that this plan is now being implemented, especially since Google recently restricted the use of ad blockers.
The company confirmed to The Verge that advertisers will be able to serve ads when users pause a video. YouTube reportedly “received a positive response from advertisers and viewers” when testing the new offering. But we cautiously doubt it.
Advertisements spotted in the wild
The main reason to doubt the “positive reaction” to the new form of advertising is the fact that some Reddit users have already come across the ads on the pause screen and reacted with shock and annoyance. Here are some examples:
YouTube says ads aren’t disruptive
YouTube claims that ads won’t disrupt the video playback while you’re pausing. However, a lot depends on what’s being advertised and whether users need to see the ads all the time. For example, someone who stops to get up and no longer has the screen in view probably won’t be irritated.
However, if you are repeatedly confronted with new products just because you wanted to pause the video for a while, it can get quite annoying. Or if you want to take a screenshot in pause mode.
Amazon also plans to run similar ads on Prime Video in the future, which could lead to products. Companies are specifically testing how they can use ad formats in the most lucrative and creative ways possible… whether viewers like it or not.
However, advertising has one advantage: In return, YouTube promises to place fewer regular ads on its videos – if this measure is actually implemented.
But what about the UK?
The new ad break doesn’t appear to have been introduced in the UK yet. However, it’s only a matter of time before the change takes effect here too.
If so, the best way to get rid of it is to subscribe to YouTube Premium.
This article was originally published in our sister publication PC-WELT and has been translated and adapted from German.
