Google has announced the positive performance of ads displayed during pauses in videos on YouTube for connected televisions, which are currently undergoing testing. Last year, the technology company introduced innovations in advertising on large screens, such as smart TVs, which would show fewer ads of longer duration without the option to skip. The company also revealed new experiences for when users pause a video.
According to Google’s Senior Vice President and Chief Business Officer, Philipp Schindler, the new uninterrupted format that appears when users pause organic content has shown strong brand improvement results and commands premium prices from advertisers. The company has also experimented with ads in YouTube’s ‘shorts’ format, with a 50% year-on-year increase in channels uploading shorts and over 3 million channels in the partner program.
The viewership numbers have also increased, particularly for shorts, as viewers expect access to content across different screens and formats. Shorts ads’ performance continues to grow, now that they are available on mobile, tablet, and desktop. In the United States alone, shorts monetization has more than doubled in the past year. Google continues to focus on delivering engaging and successful ad experiences on its platform to benefit both users and advertisers.
