Google has highlighted the positive performance of ads shown during pauses in videos on YouTube for connected televisions, which are currently being tested. Last year, the technology company introduced innovations in advertising displayed on large screens, like smart TVs, showing fewer but longer ads that cannot be skipped. Additionally, new experiences were reported for when users pause a video. The results of these tests were shared during Alphabet’s investor call for the first quarter of the year.
This new uninterrupted ad format appears when users pause organic content, providing strong brand improvement results and 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.
Overall, Google is focused on delivering engaging ad experiences for users on different platforms, capturing the attention of audiences and ensuring strong results for advertisers.