California: Video streaming platform YouTube is testing ads that will play when users aren’t watching videos.
According to the tech giant Google, the test on the ads has seen positive results, indicating that the feature could be rolled out more widely in the future.
The news about the feature comes at a time when Google reported a positive performance last quarter.
Google’s Philip Schindler said the first quarter of the year saw positive results from the introduction of the ‘pause ad pilot’ on Connected TV. This is a new non-intrusive ad format that appears when the user pauses the video.
He said that initial results showed that the pause ad was delivering great brand lift results and advertisers were paying premium amounts for the ads.
However, they did not provide any information regarding the mass rollout of the feature or whether the feature will actually be rolled out.
