YouTube has officially launched Pause ads, a new ad format that displays ads whenever a user pauses a video. This feature was first tested in 2023 with a limited group of advertisers and has now been made available to all advertisers. When you pause a video, an ad will appear on the side of the screen while the video is shrunk into a smaller frame, designed to offer a “less interruptive” ad experience.

While YouTube has positioned these ads as less disruptive, the platform has not indicated whether the frequency of other ads, such as pre-roll or mid-roll ads, will decrease as a result. Users have started noticing Pause ads rolling out on TVs, with brands like Dunkin’ Donuts already taking advantage of the format. Viewers can dismiss the ads using a button that appears on the screen.

This development follows YouTube’s earlier introduction of unskippable ads and is part of its broader strategy to provide advertisers with more creative ways to reach audiences. YouTube says these Pause ads have been well-received by advertisers, with strong brand lift results and premium pricing. However, the reaction from users has been mixed, with social media users expressing frustration over the growing number of ad formats on the platform.

Pause ads are not new in the industry, with platforms like Hulu, AT&T, and Sling TV already implementing similar features. While Sling TV offers users the option to turn off these ads in the settings, YouTube has not provided this option yet.

For users who want to avoid these ads, YouTube Premium is available at KES 499 per month (with 1 month free offer), offering an ad-free experience. However, for the majority of users on the free tier, ads remain an integral part of the viewing experience.

As YouTube continues to experiment with its advertising strategy, Pause ads are expected to become a standard feature, especially for TV viewers. This move represents YouTube’s ongoing efforts to balance viewer satisfaction with maximizing revenue from its massive user base.