Four months after first encountering "Pause Ads," they are now directly accessible in the Google Ads UI. These ads appear on connected TV screens and YouTube Mobile App when a user pauses a video for 10 seconds and remains inactive for 5 seconds. Pause Ads are static image ads that can be set up via Video Campaign under Premier Reach or through Demand Gen Image Ads, likely for YouTube Mobile.
When Pause Ads Appear
- Only when the YouTube video is held horizontally
- They disappear once the video is resumed
- Primarily on Connected TV
Importance of Pause Ads
Pause Ads target users already focused on content, offering a less intrusive advertising experience. They provide a new creative opportunity to tailor messaging specifically for moments when viewers pause videos.
Tips for Using Pause Ads
- Use clear calls-to-action (CTAs) and simple messaging that aligns with the intent of a pausing viewer
- Early tests suggest they favor brand awareness and retargeting strategies, though creative sales approaches are also possible
The ad format is considered interesting due to its unique timing and user engagement context.
