In an effort to revolutionize video advertising, YouTube is experimenting with a new approach – playing ads when users aren’t watching videos.
This bold move has yielded promising results that suggest it could be rolled out more widely in the future.
Google, the tech giant that owns YouTube, has reported positive results from an initial test of Stop Messages. According to Google, the introduction of this complex advertising format on the TV Connected platform produced promising results in the first quarter of the year.
Pause Video Pilot allows advertisers to show ads when users pause a video, offering a smooth and seamless viewing experience. Early data shows that these interstitial ads are already generating brand lift and attracting premium rates from advertisers.
Despite positive feedback from the pilot program, YouTube and Google have yet to announce specific plans to roll out the feature. Details about the possible expansion of interstitials and their availability to a wider audience are not yet clear.
