Starting in September 2024, YouTube will begin rolling out a new ad format on Smart TVs. This innovative feature automatically displays ads whenever a user pauses a video. The new feature was initially announced in May 2024 by Google, and is now starting to be noticed by some users, according to reports on social media such as Reddit and Twitter.
The new format's interface shrinks the video to a small block in the corner of the screen, while the ad appears on the right. Users can choose to dismiss the ad with a button at the bottom. So far, Dunkin' Donuts appears to be one of the first advertisers to use the format, suggesting that implementation is still limited.
YouTube’s new monetization strategy aims to keep ads visible even when the user is not actively watching the video, creating a more constant model of ad exposure. However, user reaction is still being assessed, with discussions emerging about the impact of this type of advertising on the viewing experience.