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, Philipp Schindler, senior vice president and chief business officer at Google, said in Thursday's earnings call.
Initial results show that Pause ads are driving strong Brand Lift results and are commanding premium pricing from advertisers.
YouTube first highlighted the feature last year in its Upfronts post saying how these ads were a great opportunity for brands to drive awareness or action by owning that unique interactive moment when people pause a video.
Google said in its earnings call that YouTube Ads revenue was up 21% over the same time last year, indicating a positive impact of measures like cracking down on ad blockers and introducing Pause Ads.
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