Google says pause ads on YouTube are getting a very positive reaction from advertisers. The company could roll them out widely soon.
YouTube first spoke about pause ads last year when it started trialing them in select regions. At the time, the company said that when you pause a video, it will shrink, and an ad will appear next to it.
“In Q1, we saw strong traction from the introduction of a pause ads pilot on connected TVs, a new non-interruptive ad format that appears when users pause their organic content,” Schindler noted. He went on to share that YouTube’s pause ads are “driving strong brand lift results” and “are commanding premium pricing from advertisers.”
Schindler didn’t share any timelines for when pause ads will start appearing on YouTube, but we know they’ll first roll out on smart TVs. The nature of these ads, including their duration, skippability, and more is still unclear. We also don’t know if Google plans to introduce these ads on YouTube’s mobile apps.
Same, I had to ad-block some custom elements on YouTube ages ago because they kept covering the screen with "related videos" whenever I paused to read something.
Normies genuinely turn on their Smart TV, watch start menu ads, open the YouTube app, wait 90 seconds for the shitty cpu to load the web view, scroll through hundreds of Spider-Man Elsa brainwashing videos and thinly disguised ads, open a video, watch 3 minutes of ads, straight into a 3 minute sponsor segment. All before seeing any actual content.
And they see no problem with this at all, the thought that you can make ads go away literally does not even occur to them as a possibility.
Humanity deserves extinction, I’m gonna go release some refrigerant real quick
@empireOfLove2 I don't get it, how can they use the internet without an ad blocker? The first thing that I do is download Firefox + uBlock Origin on any device before of using it.
I honestly don't know. far too many people are just conditioned or browbeaten into just dealing with the cancer of ads that the modern internet is. feels a lot like it's a bit of a "frog in boiling water" situation where most people don't even realize how bad it's gotten over so many years.
I still get chills thinking about that guy who gets blocked from communicating with ANYONE AT ALL EVER! Especially as companies like Reddit go ban-happy on a power trip and Youtube destroys channels with bullshit content strikes.
I can't wait til YouTube fucks around and finds out.
I got hobbies that are way more fun than ads.
I'm addicted to their shit because it provides a constant stream of dopamine. You fuck that up with ads, I will break the addiction. Seamlessly. It won't even be difficult to do if going back kicks me in the balls with ads. I'm gone. My guitar is right here. My home server is right here. My GitHub profile could use some TLC. I got a long Todo list.
Yeah, my first reaction to seeing the API changes on Reddit was actually more of a glee/relief response than upset/disappointed. It meant that its grip on me was going to be over once those changes went through. I was worried the protests might get them to back down because I hated it there but always knew that the easy dopamine was just an app away.
Now I'm here though. I don't hate it here, at least not yet, but I haven't freed up the time like I was hoping to.
While I share your sentiment, they've got a backdoor for exactly that scenario: Youtube Premium. We are addicted to the algorithm and a lot of us are willing to pay good money for their stream of dopamine. Of course Google will eventually mess up there too, but it could easily give them another decade of intense money milking.
I'd pay for a premium service if it meant that YouTube couldn't profile me. I don't really want to pay for it just so that they can reliably link financial data to the profile they build on me.
I pay for it. It gets rid of the ads when I need a video of how to do XYZ thing. It lets me watch channels that I care about without interruptions. The main thing for me though is when a friend or family member sends me a YouTube video, I don't have to watch ads.
It's weird to me that folks are so hostile towards paying for things they use on the Internet. I mean, I get that venture capital fueled a seemingly endless "free lunch" of new services with small amounts of advertising... but it had to end at some point. It costs a lot of money to run a "YouTube."
This right here. Cut off the dopamine with overly aggressive ads and I'm out. If they ever get it so ad blockers aren't effective then hopefully we'll see it die off.
I've had this for about a week or 2. Super annoying because you can't continue the video by pressing the play/pause button, need to "Ok" the video window. Come on Google, you just bricked a button on your OWN OS. Awful.
You could theoretically run a PiHole, but I don’t believe that works too well on YouTube anymore. Especially considering the tight integration Google utilizes for their ad services with their non-paid services.
We're in a weird time where all the tech companies are being told at once that they need to start being profitable, and at the same time the EU is cracking down on lots of the shady shit they've been using to control the bleeding to this point.
The internet has spent the last 20 years developing an economic model that's quickly becoming unsustainable, and none of the big web companies seem to have been prepared.
There are ways to completely neutralize ublock power: put ads on the same server, as content + randomise div identificators
UPD: by the downvotes I conclude people think I'm from the advertising industry.
I'm not. I know these methods, because I have been struggling with counteracting such ads.
Yeah, they could put the ads in the same stream but it would be too costly or inflexible. Ads have to be targeted to the specific market or even user so that would kill their advantage and turn them into generic TV ads.
I don't think they will because the competition is too incompetent. I give you two examples:
I'm a subscriber of Nebula, a paid streaming service where educational YouTubers get a better cut and users don't get ads. Those creators almost always fail to promote their Nebula uploads. "Hey guys, new video." And they link to YouTube only. Also they leave their Patreon shout-outs in which is not what I'm paying money for. YouTube with Sponsor Block just is the better experience at this point and I just keep paying for Nebula because I hope it'll get better and I like its idea.
Second example: I try to watch live streaming on the websites of the broadcaster or so. And more often than not it's a shit show: I can't properly pause the streams because they don't support time shifting and bitrate adjustments are also not as smooth as YouTube.
It's 2024 and internet video is over two decades old at this point and yet almost nobody else manages to get their shit together. Companies like Netflix have good tech but their business is completely different, so those compete with YouTube at best tangentially.
Also they leave their Patreon shout-outs in which is not what I'm paying money for
No, but it's what other people have paid for. Usually at the end of a video past it's actual content, in what's considered the "credits", people who helped pay are tradiditionaly part of that.
If it's elsewhere in the video that fucks with flow then yeah, that's bad, but the normal process has been in place for longer than either of us has been alive
The only company that can compete with YouTube is pornhub. People have been begging on their hands and knees for them to enter the hard space. It's fertile territory, with lots of the kinks worked out. I really hope they spank YouTube in the nuts and give it a go.
YouTube is unwatchable for me with all these ads. Even without ads, content creators mostly all follow the same generic bullshit format.
It used to be a great resource for visual aids and explanations, now it's filled with money making schemes and scams and every video has 14 minutes of bullshit and 1 minute of content.
I watch a lot of YouTube, but not without udblock and Sponsorblock. It's just not enjoyable otherwise. Whenever they do something that makes my stuff not work for like 2 days I just watch something on my home server.
15 minutes videos of some over excited guy overlayed on or overlayed by lots of cutesy/flashy/cartoony pics, interspected by irrelevant/low-brow-humour "I'm so cool" video segments, padded with tons of fluffy talk and with every silly post-production effect conceivable, to make a point that could have been made in 2 minutes.
I barelly every watch Youtube nowadays, especially if I'm looking to actually learn something or for the solution for a specific problem.
If this comes on top of the current ad-load then it is enshitification. If it replaces mid- or pre-roll ads it might make youtube somewhat usable again, even without adblocking.
My Roku is doing this and has been doing this for quite some time.
Of all the ad delivery schemes cooked up over the past ten years, this one is the least offensive to me.
Like I'll come back from the bathroom or whatever, and all that registers before I hit play is that some random graphic is covering the screen while on pause. I cannot name a single thing that's been in any of those ads.
In general, I do wonder how effective this constant onslaught of marketing is. At some point there have got to be diminishing returns, right?
We're in the era of diminishing returns. There's so little left to squeeze out of the working class that every extra dollar they want costs more than the last one. They're running out of options on how to convince us to let go of those dollars.
When the phone rings, I need to be able to press one button to pause my video and stop the sound. Not two. I still have to hunt for my phone (assuming they are different devices) and find the right button on that thing, since I now have five different phones in my house and they all accept calls differently (unless I program them, and since they belong to people who aren't me, I don't get to). I'm turning into a goddamn luddite and I love technology, I just am running out of attention span.
Roku is a terrible product. It's cheap, and they have full control over every part of it and aren't afraid to exploit it to users' detriment. Like the recent user agreement changes that bricked TVs until you agreed.
And that's why my tv doesn't get the wifi password. I have an external Roku and I barely use it. My TV is connected to my PC and that's why I don't see ads on Amazon or tubi
Yes, yes. I'm sure I've got several things in my home that are terrible. I've cut off streaming and Amazon, have never owned a gaming console or gaming PC, quit reddit, quit Facebook, never had Twitter, Instagram, Tok Tok, used wish, etc. I do not use cash transfer apps. Neither my appliances nor my HVAC connect to the Internet.
But I can't become a complete Luddite overnight. It's a series of steps. So until this Roku that I bought about six or seven years ago craps the bed, I will continue using it, mostly with antenna broadcast local stations, but also with some of the free streaming sites like Tubi.
If you would like to come audit the entirety of my existence and personally fund immediate replacement of everything I have that is evil or offensive, I invite your benevolence.
Otherwise, let a guy use an illustrative example while engaging in casual Internet conversation in peace.
In general, I do wonder how effective this constant onslaught of marketing is. At some point there have got to be diminishing returns, right?
This is what I keep saying, and it is a question that bothers me and riles me up far more than it ever should. Like I and all of my friends and family have just learned to auto tune out ads at this point. We are so constantly drowned in ads everyday that now my brain just automatically filters them out as background noise. The few times one does slip through I completely forget about it 10 seconds later as it is lost in the whirlwind of fast paced chaotic life where I can't even remember if I ate breakfast that morning. Either that or it slips through because it is obnoxiously intrusive, in which case that product and company go on my shit list.
The only time an ad still works on me is if I am specifically looking for a product. In which case I still tune out 90% of targeted ads cause I know most of them are fake scams anyways. The other 10% I check user reviews from actual people to narrow down what I want.
I'm trained to distrust any ads now and even other posts about products online because everything online is either fake or a scam or both. Or the ads are for big brands that I already know exist and I know not to trust they're ads as well because they are so constantly in my face. Like I really don't need an ad to remind me that [major corporation brand] still exists, and I sure as shit ain't gonna have whatever stupid thing they suggest be my first option.
How tf are ads supposed to work when we are so desensitized to them?
Oh noes, another ad I don't see because or aaarrr.
I know, YouTube is different content, but it's just to make the point: if I gotta watch ads even while paying, then fuck you and your content, I'll get it somewhere else
To be fair, if they are like the example (static silent ads) they would be the least intrusive ads that YouTube ever had. To the point that I don't even mind them. All of YouTube ads should be like this, not annoying, silent, and easily ignored.
If they switched over to this method instead of the current I would argue an adblocker wouldn't even improve the experience, the problem is that it interrupts my actual content in the middle of the video.
But for people using YouTube to follow textile patterns, photoshop tutorials, repairs, etc. needing to pause frequently while still seeing the full screen is a big deal 😬
I use Ublock Origin and Firefox/DDG's "view here", so I think I'm safe..
Edit: Also, Google is greedy af, so it's def cumulative with existing ads; the article doesn't say otherwise.
I tried Odysee out for a little while but TBH there are too many Crypto-bros and White Supremacist Insurrectionists for my tastes. You can't even stream or post large videos without investing in their crypto.
Playeur exists. You just gotta convince your favorite YouTubers to switch and/or cross post. They apparently have tools that make migrating pretty easy. A few of my favorite ones are on there, but most aren't.
Yes, but that doesn't excuse trying to force an infinite number of ads on people.
Podcasts are supported through ads and you don't see people complaining about it, programs to block them, and Podcasts trying to subvert ad blockers. Why? Because they have a reasonable number of ads, with clear ad breaks, that are indistinguishable code wise from the rest of the podcast so you can fast forward through them. Oh, and when I turn it off it doesn't keep paying audio at me.
This is like a service charging 10x as much and you defending it saying "you have to pay for the service somehow." Yes, there's paying for the service, and then there's the service being greedy and milking every last bit of money they can out of it.
YouTube made $31.5 billion in ad revenue last year, and they're still demanding more. Will these "pause ads" reduce the number of other ads users see? Will it help find other improvements of the service? Or is this just an attempt to keep building infinite growth in a finite system?
At this point I would be thrilled if YouTube went out of business because too many people were using ad blockers.
It's not really a long-run solution. It just transfers the costs of paying for the content to the people who continue to view the ads, and in the long run, if enough people do it for clamping down to be financially worthwhile, Alphabet can clamp down. Hell, they did a bit already when they throttled youtube-dl. Haven't gone after yt-dlp's parallel-streams workaround yet, but if that has enough users, it's an inevitability.
uBlock Origin on Firefox certainly works. There was a short period of about 5 days (a couple of months ago) where they were blocking playback with uBlock enabled, but it didn't last long.
Adblockers work just like they always have. Nothing has changed. Mobile apps are a different story but you couldn't ever block ads in the native app anyway.
The add on I need is to automatically send the advertiser a message telling them I'm boycotting their product due to their participation in increasingly shitty advertising.
Sigh. Yeah it's not like I ever pause to look at a graph or something (/s). I already hate it on Chromecast because pausing brings up a big blur bar on a third of the screen.
Good luck. Ads are more and more targeted and they do enter your subconscious. Ads are extraordinarily effective, hence the massive hundreds of billions of dollars ad industry.
Better off figuring out how to avoid them than just trying to resist their messages.
They already do that on my TV. Except it's after I press play and when it's been paused for like a minute or more, or something.
But this is a whole new level of making it shittier. Like, I want to pause so I can hear something else, or something needs my attention, and there's an ad playing? This can't become a reality. Can't.
I mean I already rock the best ad blocker so it's whatever to me on desktop, but on my TV? I'm gonna have to get a pi-hole.
Pi-holes don't even work on YouTube ads though because they're served from the same domain as the videos. Can't block YT ads that way without blocking the content.
I tend to have videos playing on a secondary screen all day long, only to pause them when I get a phonecall or need to talk to someone on Discord or real life.
This is just one more perfectly valid reason to install adblockers.
Pause a video to answer a phone call or reply to a text or look up some information? Here's an ad at full volume! Seems legit. Sure. Do it. What could go wrong.
According to the example, it just shoves your video to the side and shows a static ad, not a video. If it played a video with audio that would be fucked. If it's just silent stuff, honestly not even that intrusive or crazy imo. Smart TV boxes have been doing similar shit for a while, right?
Also, at least with YouTube you can pay to avoid it, if you'd like.
I don't know my smart TV hasn't been hooked up to the Internet and my streaming stick doesn't show me those kinds of ads. I do pay to avoid it. I have youtube premium. In fact I was grandfathered into the $7.99 rate from having Google play music back in the day and my rates only just increased. The point I was trying to make is that this isn't going to just stay as the static ad. It will absolutely change with time because Google's losing money on the ad revenue business (it's just not as lucrative as they need it to be to keep investors happy). The static ads probably will go to full blown video ads at some point (and extensions will counter that by muting tabs and auto stopping playing popup videos until the end user clicks the play button etc because people will try to get around this). This is just the newest progression in a long line of progressions of terrible ad implementation.
I don't want billboards in my living room though. It's reasonable to not want billboards in your living room.
do google also provide all the data on clickthroughs thorough which the success of campaigns might be measured?
And i mean "Measured" by extremely dumb people whose best hope in life is probably to bullshit their way into becoming a director of sales and ma . . .
If somebody like Raymond Hill (Ublock Origin dev) were forced to run YouTube profitably, what might he do to try to run it so it sucks less but still makes a little bit of money? Or even breaks even?
Could also ask what if the Wikimedia Foundation had to run it, you know like under penalty of imprisonment - take somebody good/anti-corporate, force them to run the business w/o any other option - what’s the best option for The People w/o losing money?
For starters, cull the immense amount of duplicated content. Look for some random common word and sort by recent, you'll see thousands of channels from India, Pakistan and similar nations reposting the exact same videos. There's also an ungodly amount of spam. These two things alone would, I'd guess, cut down a good chunk of server costs. Another thing is optimizing bitrate, I often get served "1080p" content featuring little more than a static image while browsing in my 6" phone.
I think they’re going hard on the video quality front. Huge channels post videos that are “1080p Premium Bitrate” at max for premium subscribers. Feel like they used to post 4K.
Ah this is why they started showing screensavers now in the pause screen on the Apple TV app. They just needed this feature to bother people even more. Well, I won’t see it since I made the deal with the devil half a year ago and got Premium and I think it’s actually worth the money considering it’s my most watched streaming service by far.
I used their app on my TV the other day two adds before the video started/intro/ad/channels promo/bit of content/ad/ self promotion. Mad how much people will put up with.
Its unbelivable that I have to use 4 addons just to experience YouTube properly, now because of this shit feature we'll probaly be getting another one. I try using YouTube alternatives like invidio.us or piped.video but half the time the content just doesn't load and its frustrating.
It’s impressive how still companies can do eatever they want with the content made by users. I mean YT is a massive human archive and it made billions not doing a single content and shitting on it as they please
Content creators don't want to pay to host video, but want to be able to reach many people. Video hosting is bandwidth- and storage-heavy in comparison to most forms of content. Someone's gotta pay for it.
Some content creators want to be paid.
Many content viewers aren't willing to pay directly for video, but are willing to watch ads. That one's been around for a long time, with ad-supported TV and radio.
If you make a competitor that can solve those problems, it can compete with YouTube.
I think eventually, some people will be OK with paying 5 dollars per month for a YouTube competitor that is better than the original. Much like Kagi is doing for search engines. It won't be for the majority since they still expect free stuff and no ads, which doesn't work.
I'm not sure how this would work long term or if it would be any less annoying, but right now some content creators have ads within their content, like not YouTube ads but them just verbally promoting it. This could occur on peertube and is an option to still have a funding steam. It also allows creators to only have ads for things they are willing to support on their content. But it's also harder to skip and a bit annoying as a viewer so not sure if this has long term potential
They've already been doing very similar stuff on iOS for years. Like when I adjust the audio in the middle of a video, pause briefly and want to continue or literally just pick up my phone from the table, an ad break starts. Just when the app knows your attention is on the phone, they shove it into your face. Now they will just play ads before you tap continue, not after.
Tubi does this. It's probably the least I trusive way to handle ads. I'd be fine with it if it was a replacement for in-video ads, but I doubt they're doing that and just want to squeeze more views out of our eyeballs so fuck them
iOS app is pure garbage. Before adding more ad functionality, how about fixing those annoying swipe gesture bugs first? After a double ad, it is impossible for me to exit full screen by swiping down. Also, auto zoom to fill screen works only with 85% of videos, why is that?
Out of all the advertising they could do, at least this is somewhat unobtrusive. If they had this instead of preroll ads, I'd actually be okay with it.
I pause videos for 1 reason and 1 reason only and that's to speak to people IRL or online, because I can't concentrate on a conversation when there's background noise.
This is just another entry for the list of reason it's 1001% valid to use adblockers.
It appears this person signs off all of their comments with a creative commons license for fair use, presumably saying how you're allowed to use their comment. Which I'm relatively sure has exactly the same legal power as a boomer posting a Facebook picture saying that they don't consent to having their data collected
I'm facepalming the fact that YouTube wants to stick ads in when you do a pause on a video, the same way that Captain Picard from Star Trek the Next Generation does. It's an older but still relevant meme.
CC BY-NC-SA 4.0
I'm apparently annoying some individuals for some strange reason who get triggered and can't handle having a link in someone's comment that points to an open source license.