As the world of video content continues to evolve, YouTube, the leading video-sharing platform, has unveiled new ad formats to help brands capitalize on the influence and interactive potential of Connected TV (CTV) and Shorts.
These innovative formats aim to cater to the changing needs of advertisers, while providing users with more engaging experiences.
In this article, we’ll delve into these new formats and explore how they will impact both advertisers and viewers.
YouTube’s Brandcast event introduced Pause Ads and Branded QR Codes for CTV, along with Interactive Stickers and Gestures for Shorts.
With the rapid growth of CTV in India and the increasing popularity of short-form content, these new formats present exciting opportunities for brands to connect with their audiences in creative and immersive ways.
YouTube New Formats for Connected TV
YouTube has rolled out some new ad formats for Connected TV (CTV), aiming to boost engagement and deliver better results for brands. Here’s a quick breakdown:
Pause Ads
- These ads pop up when you pause a video, creating a chance for brands to grab your attention during those brief pauses.
Branded QR Codes
- Brands can now include QR codes in their ads. Viewers can scan these to get extra content or special deals. These QR codes can also appear on premium OTT platforms, making the experience more interactive.
Improved Targeting
- YouTube has made targeting on Connected TV even more precise. By default, certain settings like ad format and bid strategy are tailored to work best with CTV devices. Advertisers can also fine-tune targeting at both the line item and ad group levels for better control.
These updates are all about tapping into the power and reach of Connected TV. With YouTube viewership on CTVs in India skyrocketing in recent years, brands now have even more ways to connect with their audiences in creative and impactful ways.
How do Pause Ads work on YouTube Connected TV
YouTube is rolling out a new ad format called “pause ads” on connected TVs. Here’s how it works:
While YouTube says these ads won’t interrupt your viewing, some users are worried about having more ads, especially when pausing to read on-screen text or talk to someone. We’ll have to wait and see if ad blockers will find a way around them.
When you pause a video, the screen shrinks, and an ad pops up next to it.
These ads are meant to be “non-interruptive,” popping up during natural breaks, like when you’re grabbing a snack or taking a bathroom break.
YouTube tested this feature earlier in 2023 and found it to be pretty effective. They reported seeing positive results, with strong engagement and brand recognition.
Because of this success, advertisers are paying top dollar for these spots, which means YouTube might make pause ads more common in the future.
What’s still unclear? Whether these ads will have sound or if you’ll need to mute them separately.
If you want to avoid these ads altogether, subscribing to YouTube Premium for $13.99 a month might be your only option for an ad-free experience.
How effective are pause ads compared to traditional pre-roll ads
YouTube is testing a new ad format called pause ads on connected TVs, which shows ads when you pause your video. YouTube says these ads are “non-interruptive,” but it’s still unclear how they stack up against traditional pre-roll ads.
Benefits of Pause Ads:
- 100% reviewability: Since the video is paused, the ad gets full attention.
- Natural timing: These ads pop up during breaks, like when you grab a snack or take a quick break.
- Strong potential: YouTube’s tests suggest that pause ads might boost brand recognition.
Drawbacks of Pause Ads:
- Wrong timing: You might be pausing for something important, like taking a call. An ad at that moment could be annoying.
- Friction: If you’re pausing to freeze a specific scene, an ad could get in the way.
- Ad overload: With pre-roll ads already in place, pause ads might feel like one interruption too many.
- Viewer frustration: With more ads on YouTube, pause ads could add to the irritation.
Traditional Pre-Roll Ads:
- Captive audience: Viewers are already focused, so these ads are more likely to be watched.
- Less disruptive: Compared to mid-roll and out stream ads, pre-rolls tend to feel less interruptive.
- Skippable options: Skippable pre-rolls give viewers a choice, while non-skippable ones ensure your full message is seen.
The Bottom Line: Pause ads offer a fresh way to engage viewers, but their true impact is still unknown. For now, pre-roll ads remain a dependable option with high viewability and less risk of annoying viewers. YouTube’s decision to roll out pause ads more widely will depend on the results of their ongoing tests.
What are the main benefits of pause ads for advertisers
Pause ads on YouTube Connected TV bring some real advantages for advertisers:
Guaranteed Visibility: When a viewer pauses their video, the ad shows up, ensuring 100% visibility. This means advertisers can grab attention when viewers are not focused on the content, possibly boosting recall.
Strong Engagement: YouTube’s tests with pause ads have shown strong viewer engagement, with brands seeing a noticeable lift in awareness. This suggests that pause ads can effectively increase brand recall.
Premium Pricing: Thanks to their success, pause ads are attracting higher prices from advertisers. Brands seem willing to pay more for this format because it’s seen as highly engaging and effective.
Non-Interruptive Experience: Pause ads are designed to blend smoothly into the viewing experience, marketed as “non-interruptive.” This could lead to viewers seeing these ads in a more positive light compared to those that interrupt content.
Natural Breaks: These ads take advantage of natural pauses, like when viewers get a snack or check their phones. Because they align with these breaks, viewers might be more open to the advertising.
In summary, pause ads offer advertisers a new way to connect with viewers, with guaranteed visibility, strong engagement, and the potential for higher ad rates.
How do pause ads influence brand recall
Pause ads on YouTube are showing real promise when it comes to boosting brand recall. Here’s how these ads might make an impact:
Guaranteed Attention: When a viewer pauses a video, they’re actively engaged with the screen. This creates a prime moment for ads, where the brand message is more likely to stick compared to ads running during the main content.
Strong Brand Recall: Google’s reports on pause ads show impressive brand lift results. Viewers seem to remember these ads well because they’re shown during a moment of focused attention.
Non-Interruptive Experience: Pause ads are designed to fit naturally into the viewing experience. Since they appear during a break, viewers might see them as less disruptive, which could make them more open to the message.
Higher Engagement: Early data suggests that viewers are responding well to pause ads, with strong engagement metrics. When viewers engage more, they’re more likely to remember the brands they see.
Premium Pricing: Advertisers are willing to pay more for pause ads, which shows confidence in their effectiveness. Brands investing in this format are likely betting on the increased recall and engagement it offers.
In summary, pause ads take advantage of a viewer’s attention during a natural break, leading to better brand recall. With positive feedback and strong results so far, this format could become a key tool for boosting brand awareness.
What strategies can brands use to mitigate the loss of brand recall from paused ads
To counter the potential drop in brand recall from pause ads, brands can use several effective strategies:
Retargeting Campaigns: Use re-targeting ads to reconnect with users who have interacted with your brand before. This keeps your brand in front of them by showing personalized ads based on their past actions, reminding them of what you offer.
Consistent Messaging: Make sure your brand message is the same across all platforms and ad formats. This includes using familiar visuals, slogans, and themes that reinforce your brand identity. Consistency strengthens memory and improves recall.
Optimal Ad Frequency: Research shows that the right frequency of ad exposure is key for brand recall. Aim for 5-9 impressions per month to ensure your brand stays top-of-mind without overwhelming or annoying your audience.
Engaging Content: Focus on creating content that truly connects with your target audience. Ads that are entertaining, informative, or emotionally engaging are more likely to be remembered. Think about using storytelling or interactive elements to draw viewers in.
Contextual Targeting: Match your ads to the context in which they’re shown. Understanding the viewer’s situation and mood can make your message more relevant and memorable.
Catchy Slogans and Jingles: Use memorable slogans or jingles that create an emotional connection with your audience. These elements can act as triggers, helping consumers easily recall your brand later on.
Balancing Brand Building and Activation: Find a balance between brand awareness campaigns and direct response efforts. While activation strategies can drive immediate sales, brand-building is crucial for long-term recall and loyalty.
By applying these strategies, brands can boost their chances of maintaining strong brand recall, even with the introduction of pause ads. This ensures that their messaging stays impactful and memorable.
YouTube’s new ad formats for Connected TV demonstrate the platform’s commitment to providing innovative solutions for advertisers to engage with their audience effectively.
With Pause Ads and Branded QR Codes, brands can seize the opportunity to capture viewer attention during natural breaks in content and extend their reach beyond YouTube.
As Connected TV continues to gain prominence in India and globally, these ad formats will play a crucial role in shaping the future of advertising and viewer engagement on the platform.
Brands that embrace these new formats will be well-positioned to capitalize on the growing influence and interactive potential of Connected TV and Shorts, while meeting the evolving needs of advertisers in the digital landscape.
