YouTube Introduces "Pause Ads" Format

YouTube users would now see advertisements even if their videos are paused.

“As we’ve seen both strong advertiser and strong viewer response, we’ve since widely rolled out Pause ads to all advertisers,” YouTube communications manager Oluwa Falodun told to The Verge.

The Google-owned company explained that the “pause ads” will appear on the side of the screen whenever a user pauses a video.

The new format is designed to connect brands with the viewers while the screen is inactive, without disrupting the viewing experience as the ads will be featured on the side.

Originally tested in 2023 on TV, the format received positive feedback from advertisers, prompting YouTube to expand it broadly.

Google’s Philipp Schindler, an executive heading sales for Google and YouTube, said in April that, “Initial results show that pause ads are driving strong brand lift results and are commanding premium pricing from advertisers.”

To avoid the format, users can subscribe to YouTube Premium for an ad-free viewing experience for $13.99 a month.