In recent tests, Google has reported positive results for ads shown during pauses in videos on YouTube for connected televisions. The technology company introduced new innovations in advertising displayed on large screens, like smart TVs, last year, showing fewer but longer ads that cannot be skipped. Additionally, new experiences were reported for when users pause a video.
The uninterrupted ad format appears when users pause organic content and provides strong brand improvement results, attracting premium prices from advertisers. Google’s Senior Vice President and Chief Business Officer, Philipp Schindler, mentioned that they have also experimented with ads in ‘shorts’, YouTube’s short, vertical video format, which has seen significant growth in the number of channels using it.
Viewer numbers for ‘shorts’ have increased, with viewers engaging with various formats and screens on YouTube. Shorts ads continue to perform well as they are available on mobile, tablet, and desktop devices. In the United States alone, Shorts monetization has doubled in the last year.
Google is focused on delivering engaging ad experiences for users on different platforms, capturing the attention of audiences and ensuring strong results for advertisers.
