Strike Overview
- If you believe YouTube has exhausted its options for advertisers to reach audiences, pause screen ads have now entered the scene.
- Initially tested in 2023, Google has begun rolling out pause ads on YouTube and has already introduced them on connected TV platforms when video content is paused. As of September 2024, advertisers can access these ads by reaching out to a Google sales representative.
- With YouTube pause ads fitting naturally into the viewing experience, both viewers and advertisers are slowly saying ‘yes’ to this new ad placement.
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Getting Started with YouTube Pause Ads – What You Need to Know
Social media advertising networks aim to introduce innovative ad formats that allow brands to reach audiences without overwhelming them. YouTube Pause Ads are a prime example of this–offering a new, innovative way for brands to connect with audiences without disrupting their viewing experience.
Unlike traditional ad formats, Pause Ads appear only when viewers intentionally pause a video, creating a subtle yet effective opportunity to capture attention. This non-intrusive approach makes them an ideal solution for advertisers looking to engage users without overwhelming them, offering a fresh alternative to YouTube’s growing ad ecosystem.
What is a YouTube Pause Screen Ad?
YouTube Pause Screen Ads are static, visual ads that appear 10 seconds after a viewer pauses their video. Rather than interrupting the content, these ads subtly pop up only when the viewer chooses to pause.
This format is YouTube’s response to other major Connected TV (CTV) platforms like Roku, Netflix, and Amazon Prime, which have recently introduced similar pause ads. Long-established platforms like Paramount, Max, Peacock, and Hulu have been using this ad format for years to engage viewers during natural breaks in content.
Currently, YouTube Pause Ads are exclusive to YouTube CTV viewers and are not yet rolled out on YouTube TV or Google TV. Advertisers have reported positive results from this format, particularly in driving brand recall, making it a promising addition to YouTube’s ad offerings.
Further Reading
How CTV Advertising Enhances Your Video Strategy
Connected TV (CTV) advertising has emerged as a powerful way for brands to capture more audience attention. Discover the key benefits of CTV advertising and how integrating it with your current social media campaigns can boost your overall video strategy for stronger results.
How Do Pause Ads on YouTube Work?
In addition to traditional formats like bumper and non-skippable ads, YouTube Pause Ads offer another effective way to engage YouTube CTV users on larger screens. Rather than displaying a grayed-out screen when a video is paused, YouTube delivers a static image ad that aligns with the viewer’s behavior and interests.
Here are the YouTube ad specs for creatives designed for pause screen ads:
- Pixel width: Minimum 1080, maximum 1350
- Pixel height: Minimum 1080, maximum 1350
- Image format: PNG, JPG
- Maximum file size: 2MB
- Aspect ratio: 4:5, 5:4 (avoid extreme ratios)
- Image quality: High-resolution, as large as possible for optimal display
To visualize this, take a look at this sample ad shown when pausing a movie trailer for the 2024 film Wicked on their YouTube Connected TV app. Instead of a blank screen, a YouTube pause ad from a movie ticket booking app will appear, perfectly timed to capture attention during the pause.
YouTube Pause Ads vs. Other YouTube Ad Formats
YouTube continues to innovate with ad formats that enhance user experience while offering new opportunities for advertisers. Pause screen ads are part of this evolution, allowing brands to engage with audiences in a more organic manner during natural viewing breaks. Let’s compare YouTube Pause Ads to other popular ad formats on YouTube:
| Ad Format | Description | User Experience Impact | Benefits for YouTube Advertisers | Focus Cost Metric | Focus Engagement Metric | Buying type |
|---|---|---|---|---|---|---|
| Pause Ads | Displayed on the side of the screen when a video is paused, appearing 10 seconds after pausing. | Utilizes idle time without interrupting playback. | Reaches viewers when they are engaged with content and may be more receptive to messages. | CPM | Impressions | Reservation |
| In-Stream Non-Skippable Ads | Ads that must be watched in full before the video plays, typically lasting 15-20 seconds. | Ensures guaranteed exposure for the advertiser’s message. | Delivers a strong brand message to a captive audience. | CPM | Impressions | Auction |
| In-Stream Skippable Ads | Skippable ads that appear before, during, or after a video. | Allows users to skip the ad after 5 seconds. | Pays only for ads that are watched, making it more cost-effective. | CPV | Video Completion Rate (VCR) | Auction |
| Bumper Ads | Short, non-skippable ads (up to 6 seconds) that appear before a video. | Delivers a concise and memorable message in a short timeframe. | Efficiently delivers a brand message without disrupting the viewing experience for too long. | CPM | Impressions | Auction |
| Video Masthead Ads | Prominent video ads displayed at the top of the YouTube homepage. | Offers prominent placement and maximum exposure to YouTube users. | Drives significant brand awareness due to prime placement. | CPM or Cost per Hour (depending on the campaign objective) | Impressions | Reservation |
| YouTube Shorts Ads | Ads integrated into YouTube Shorts, the platform’s feed for short-form video content. | Fits the fast-paced, vertical video format. | Reaches a highly engaged audience that is accustomed to short-form content. | CPM or CPV (depending on the campaign objective) | Views or CTR (depending on the campaign objective) | Auction |
How to Start Advertising with YouTube Pause Ads
YouTube Pause Ads are now accessible to advertisers, but can only be availed through reservation buys by contacting a Google sales representative. If you are partnered with a YouTube advertising agency, your account representative can guide you through the booking process and assist with the allowlisting necessary for Connect Reserve.
Launching a YouTube ad campaign involves more than just uploading creative assets; it requires meticulous planning and ongoing monitoring to achieve your desired results. If you’re looking to explore this new ad placement, Strike Social offers the expertise you need to successfully implement and manage YouTube campaigns featuring Pause Ads.
Moreover, we can help you expand into the Connected TV (CTV) advertising market, ensuring you fully leverage your brand’s reach through placements on YouTube TV and Google TV.
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Discover how working with a SWAS AdTech agency can boost your campaign results by 10-20%.
Strike Social is here to work alongside your team for exceptional results.
No Rest for Scaling Campaigns with YouTube Pause Ads
As YouTube expands its avenues with additional advertising formats, brands and agencies must stay up-to-date with new ways to promote through video advertising. YouTube Pause Ads present a unique opportunity to engage your audience without interrupting their viewing experience, creating a more positive interaction that enhances awareness and brand recognition.
Transitioning to a new YouTube campaign could add pressure to your team, but it doesn’t have to be overwhelming. Partnering with the right advertising expert can simplify the process significantly. With Strike Social’s SWAS AdTech service, you can effectively integrate pause screen ads into your media strategy and enhance your brand’s visibility on YouTube.
