Google has a plan to add even more ads to YouTube: add them when you pause a video.
Are you tired of the omnipresence of advertising on YouTube? Not Google. Indeed, the Mountain View firm is clearly considering ways to broadcast a few more ads on its video hosting platform. This is what the site noted Android Authority on April 26, mentioning a test in progress.
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The idea of the web giant? Show ads when people pause a video. According to the American group, this approach has a central merit: it avoids a break during distribution – unlike mid-roll formats which arise at various times. In other words, it would be much more beneficial for Internet users.
A test on YouTube for now
Given the still very experimental nature of the test, its articulation with the rest of the advertising breaks on YouTube is uncertain. Google has several levers to broadcast at the beginning (pre-roll), in the middle and at the end (post-roll). It is also not clear whether these ads during the break would concern all screens (phone, computer, connected TV, etc.).
According to Philipp Schindler, the Chief Business Officer of Alphabet, the parent company of Google, this “ new non-interruptive ad format that appears when users pause their content » gave positive results. The test took place in the first trimester. It is unknown if and when this format will be rolled out globally.
Google remains a company extremely dependent on advertising – even if, in the case of YouTube, part of its financing comes from Premium subscriptions, for a minority part nonetheless. The majority of Alphabet's turnover thus comes from the advertising sector. And YouTube is one of his main sources of income.
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