YouTube now flashes ads when users pause a video

YouTube will now start showing ads whenever users pause a video. Concerningly, this doesn’t appear to be a pilot program, as YouTube seems to be rolling out ads alongside paused videos for all users.

YouTube will show ads alongside a paused video

YouTube has been getting quite aggressive with advertising. The platform now has multiple ad slots that oftentimes cannot be skipped.

YouTube has been showing skippable and non-skippable ads before during and after a video. The platform even started showing ads as long as 30 seconds before a video starts.

As if the amount and frequency of ads weren’t enough, YouTube will now push ads whenever viewers pause a video. Back in May, Google announced that the YouTube platform would be getting some new ad formats.

Back then, Google had subtly suggested it was exploring a format wherein there would be ads on screen whenever the video was left paused. The search giant didn’t indicate a deployment schedule, but the company has now reportedly introduced ads that flash alongside a paused video.

How and where is YouTube placing ads?

YouTube has started to display, what appears to be, banner ads when a video is paused. The ads do not show up immediately.

Several YouTube users have indicated that YouTube starts displaying an ad after a few seconds after they pause a video. Specifically speaking, the UI first puts the video in a smaller block. An ad then appears on the right side of the screen.

Seriously @YouTube? You’re putting up ads when you pause a video now?

I am about to install a computer in place of the fire stick so I can have an ad blocker… Your ads are getting ridiculous. pic.twitter.com/OT4JMduGTU

— RoÆther (@Roaether) September 6, 2024

These ads appear to be static, for now. In other words, YouTube appears to be pushing banner ads without sound. Currently, the YouTube app for smart TVs has started to display ads in this new space. YouTube is offering a “Dismiss” button below the ad. All the ads also display the name of the company or business that sponsored the ad. There’s also an encircled “i”, which offers more information about the promotional message.

Most of the YouTube users who got the new ad format claimed Dunkin’ Donuts appears to be the only advertiser. However, other advertisers could soon opt to display their promotional message in this new ad space.