YouTube rolls out new ‘Pause Ads’ feature: What it is and how it will affect your experience
YouTube has announced the global rollout of a feature called “Ad Pause,” which will be activated when a user pauses a video. YouTube’s chief communications officer, Oluwa Falodun, confirmed the rollout, emphasizing its importance for both advertisers and viewers.
The Verge reported Advertisers have shown significant interest in the new ad format, prompting YouTube to expand its availability. Initially tested in 2023 with a select group of advertisers, Pause Ads received positive feedback, leading to a broader rollout. The feature allows brands to connect with viewers during downtime moments, especially on smart TVs, where traditional advertising can have limited impact.
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Positive feedback from users
According to Falodun, the response from both advertisers and viewers has been very encouraging. “Because we saw such a strong response from both advertisers and viewers, we have since rolled out Pause Ads broadly to all advertisers,” he stated.
YouTube designed the ad format to enhance the user experience by reducing interruptions. Over the past year, the platform has experimented with different ad types, including longer, non-skippable ads, branded QR codes, and picture-in-picture ads during live streams. Pause ads are the latest effort in YouTube’s ongoing strategy to monetize content, even during short breaks in video viewing.
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Option to watch without ads
For users in India who want to avoid these ads, YouTube Premium offers an ad-free option. As of September 2024, YouTube Premium pricing in India is Rs 149/month for an individual plan, Rs 299/month for a family plan, and Rs 89/month for a student plan. There are also prepaid options, including an annual individual plan of Rs 1,490, a quarterly plan of Rs 459, and a monthly prepaid plan of Rs 159.
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New users can also access limited-time free plans for YouTube Premium, available for three months or one month. This offer is specifically for individuals who have never signed up for YouTube Premium with their Google account.
