The news that YouTube developers wanted to implement ads when we pause a video on TV has been around for some time. Until now, we didn’t know when they would launch this new feature on the streaming platform, but it seems that it is already arriving on some Smart TVs.
It’s no surprise that Google wants to make more money from advertising on YouTube. For months now, it has been trying to crack down on users who don’t pay for the premium version and take advantage of adblockers to avoid ads. But beyond that, it also wants to put ads in everything.
In May 2024, the company announced that YouTube would add new ad formats for televisions. Among them, it highlighted the advertising that would be placed every time users paused the video. However, half a year had already passed and we still did not know when the changes would arrive on Smart TVs. Finally, several users have shared on social media that this advertising format has begun to appear on their TVs.
Banner ads on YouTube
An X (formerly Twitter) user who goes by the name @Roaether has complained about ads on his Fire Stick TV. These are not videos with a set duration, but rather promotional posters. In the case of the image shared by the aforementioned Internet user, there is an offer from Dunkin’, a franchise specializing in donuts.
RoÆther
@Roaether
Seriously @YouTube? You’re putting up ads when you pause a video now?
I am about to install a computer instead of the fire stick so I can have an ad blocker… Your ads are getting ridiculous. https://t.co/OT4JMduGTU
September 7, 2024 • 00:36
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As you can see in the ad shared on social media, the ad is displayed on the right side of the screen. When you do, the paused video shrinks in size and moves to the left side of the screen. The promotional poster does not have a mandatory viewing time. That is, users can click on the “dismiss” button below it at any time. However, for those who hate invasive advertising, this may seem like a big problem.
Also, the option to dismiss the ad is very close to the icon for more information. So, some people might mistakenly click where they didn’t want to and be redirected to a page about YouTube ads. This is very annoying, especially when watching a video on a Smart TV, where it’s harder to return to the app afterwards.
Another user on Reedit (Pale_Baker3255) has seen the same Dunkin’ promotion. He also didn’t like the change and the other users who are responding to his post are also unhappy with the change. The only solution to avoid this type of advertising (and any other) is to pay for YouTube Premium.
The YouTube Premium Individual plan costs 11.99 euros per month (6.99 euros per month if you are a student) and the Family plan costs 17.99 euros per month. Many people consider this price to be excessive and prefer to continue using the free version. However, it is clear that Google wants to change this trend and its way of trying to do so is by filling the platform with ads.
In addition to the ads that appear when you pause YouTube videos that you watch on smart TVs, there are other advertising methods that are yet to come. As Google confirmed months ago, its developers are working on longer ads that cannot be skipped and that viewers must watch from beginning to end. They are also looking to implement QR codes in advertising, so that users can access the advertiser’s page from their mobile when they see something that interests them on TV or computer.
