We can all agree that ads are the most annoying part of streaming platforms. Some tolerate ads because they provide creators with the pay they deserve, as well as allow users to watch videos for free. However, playing ads when a video is paused might just be overkill.
Pause Ads on YouTube
Ads can be found on almost every site online, especially if you are using them for free. YouTube, in particular, has been showing more and more of them, and people were outraged when unskippable ads were introduced.
Well, users need to start preparing themselves for other kinds of ads as the streaming giant is gearing up to display ads even when videos are paused, aptly named Pause Ads. Google already said that the test run for the new feature was a success.
Pause Ads have been tested on TVs playing YouTube videos, and according to the company's latest earnings call, they are happy with the results, as mentioned in Gizmodo. With that said, the new type of ads are to be expected soon.
"Initial results show that Pause ads are driving strong Brand Lift results and are commanding premium pricing from advertisers," Google Senior Vice President and Chief Business Officer Philipp Schindler expressed.
For now, it's unclear whether Pause Ads will only roll out through the YouTube TV app or if it will show up on smaller screens like smartphones and PCs as well. Either way, YouTube believes that Pause Ads provide a "unique interactive moment when people pause a video."
The only way to avoid such ads, or any ads at all, would be subscribing to YouTube's Premium service, as the company will get paid through the subscription fee instead of ad sales. Ad blockers are no longer an option for users since the crackdown.
YouTube's Ad Blocker Crackdown
YouTube must really want you to watch ads, especially since it's their main source of revenue other than subscription fees. In late October last year, the company started implementing a new policy that restricts users from watching videos if they have active ad blockers.
It has launched a "global effort" to prevent this practice. At first, users would be restricted to only three videos if they have ad blockers on. Now, not even one video would be allowed. When users try, a notice will appear instead of the video they are trying to play.
It says "Video playback is blocked unless YouTube is allowlisted or the ad blocker is disabled," and it includes a prompt that will allow ads so users won't have to manually turn off their ad blockers, as reported by The Verge. There will also be a button for subscribing to YouTube Premium.
YouTube Communications Manager Christopher Lawton said that the use of ad blockers violates the platform's terms of service, and that "ads support a diverse ecosystem of creators globally and allow billions to access their favorite content on YouTube."
The lengthy ads and new Pause Ads benefit the streaming service in two ways. It will either drive up ad revenue, or users will be urged to subscribe to the Premium service to avoid ads. Either way is a win for both the company and its creators.
