YouTube advertisements can now continue to appear even when you've paused the video on your screen.
YouTube, under Google's wing, announced on Thursday that they've broadly implemented the feature to pause ads for all advertisers. When a video is momentarily halted, an advertisement appears on the screen's side, as per social media updates.
A Google representative commented, "This is hassle-free for viewers and grants them additional information about a brand. It's been an advantageous change for the entire YouTube environment and forms part of the contemporary Connected TV ads experience."
This breakthrough was initially reported by The Verge.
Despite YouTube claiming the update enhances the viewer's less disruptive experience, users on social media expressed their discontent over yet another inescapable ad on the platform.
One user tweeted, "Seriously @YouTube? Now you're showing ads even when we pause a video?" Another Reddit user in caps: "THIS IS THE MOST IRKSome 'FEATURE' (if you can even call it a feature) YET."
Users can absolve themselves from ads with a YouTube Premium subscription priced at around $13.99 monthly for an individual.
Google's Philipp Schindler, overseeing sales for Google and YouTube, mentioned during an Alphabet earnings call that the company witnessed considerable development by introducing the pilot pause ads on internet-connected TVs in 2023.
Though Google didn't disclose specific financial details, they confirmed that the pause ads were profitable.
"Preliminary findings reveal that pause ads are yielding excellent brand lift results and command high pricing from advertisers," Schindler stated during the April call.
The Google representative highlighted that this new feature is beneficial for the YouTube environment, contributing to the modern Connected TV ads experience in the business world. Despite user criticism, Google saw profitability in the pause ads, with high pricing attracting advertisers.
