An experiment on the Smart TV version of YouTube is taking place: the “ad break”: when you pause the video, the advertising starts! And it seems conclusive.
Do you think there are too many ads on YouTube? Well maybe you haven’t seen anything yet! Indeed, an experiment is taking place, for the moment exclusively on Smart TVs. And this seems sufficiently conclusive, as Gizmodo explains, which means that we should expect a deployment on a larger scale, or even perhaps on other platforms.
“In the first quarter, we saw strong progress in the introduction of the “Pause Ads” pilot on Connected TVs, a new non-interruptive ad format that appears when users organically pause their content. The first results show that Ad Breaks generate excellent results in terms of brand visibility (Brand Lift) and make it possible to obtain high prices from advertisers. » declared Google’s Senior Vice President and Chief Business Officer, Philipp Schindler.
In itself, the format tested, the “ad break”, is intended to be less intrusive than other types of mid-video ad breaks. He actually intervenes while the video is paused. But this is not without raising some questions. Should we expect an ad break to be triggered every time we stop the video? This could prove somewhat unbearable.
These ad breaks cannot be skipped, so you will have to wait for the sequence to end before you can restart the video.
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