YouTube users are once again voicing frustration as the platform introduces a new type of advertisement.
Starting this week, YouTube will begin displaying ads when users pause videos. This new "pause ad" format has already caused a negative reaction, despite YouTube's claims that it aims to provide a more seamless experience.
Ads During Pauses? A Controversial Move
YouTube confirmed that it has now "widely rolled out pause ads to all advertisers" after testing them for over a year. A spokesperson told CNN that the goal is to maintain an uninterrupted viewing experience while still allowing brands to engage with users.
“This is seamless for viewers and allows them to learn more about a brand. It’s been a beneficial update for the entire YouTube ecosystem and one of the elements of the modern [connected TV] ads experience,” the Google representative said.
Despite these assurances, many users have expressed their displeasure online. Some questioned the reasoning behind the decision, pointing out that pausing a video is often done because the viewer is busy with something else. With users already frustrated by YouTube's frequent tweaks to the ad experience, the additional stream of ads has only fueled the criticism.
YouTube's ad formats have evolved significantly over the years. From the early introduction of ads during videos to the widely disliked pre-roll ads, the platform has frequently shifted strategies. In 2018, YouTube removed 30-second unskippable ads, citing the need to focus on user-friendly formats. However, 30-second unskippable ads made a comeback on connected TVs last year (well).
During Google's Q1 earnings call in 2023, Philipp Schindler, the company's chief business officer, said that advertisers have responded positively to pause ads. “We saw strong traction from advertisers for pause ads on connected TVs,” Schindler stated.
As these new ads roll out, it remains to be seen how users will adapt – or if the backlash will cause YouTube to rethink its latest approach to monetizing.