Google has recently highlighted the success of ads that appear during pauses in videos on YouTube, which are currently being tested on connected televisions. Last year, the company introduced new innovations in advertising on large screens such as smart TVs, featuring fewer but longer ads that cannot be skipped. Additionally, Google reported new experiences for when users pause a video.
During Alphabet’s investor call for the first quarter of the year, the results of these tests were shared. The new uninterrupted ad format provides strong brand improvement results and attracts 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 significantly as viewers engage 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 committed to delivering engaging ad experiences for users across different platforms while capturing the attention of audiences and ensuring strong results for advertisers.
