YouTube has officially expanded its pause ad feature to all advertisers, allowing brands to target viewers during paused moments on the platform.
This move follows a successful pilot in 2023, where a limited number of advertisers tested the ad format. According to a YouTube spokesperson, the rollout comes after strong positive feedback from both advertisers and viewers.
First introduced by Google’s chief business officer Philipp Schindler earlier this year, pause ads have proven highly profitable for the platform. Reddit users recently reported a broader rollout, and YouTube has now confirmed that the ads are widely available. The company claims that these ads provide a “less interruptive” viewing experience, although it has not indicated any reduction in the frequency of standard ads.
YouTube joins other streaming platforms like Hulu, AT&T, and Sling TV, which have already integrated pause ads. However, unlike Sling TV, which allows users to disable them, YouTube users do not have the option to turn off pause ads at this time.
This shift reflects YouTube’s ongoing experimentation with ad formats, including unskippable ads introduced in 2023, as the company seeks to optimize ad revenue while balancing viewer experience.
