Google has rolled out a new ad format for YouTube called Pause Ads, designed to display static banner ads when viewers pause videos. This innovation gives advertisers a fresh opportunity to engage users at moments of natural attention — without interrupting the content.

What Are Pause Ads?

Pause Ads appear only when a viewer voluntarily pauses a YouTube video. Unlike pre-roll or mid-roll ads, these overlays don’t disrupt the experience, making them a more viewer-friendly option.

Key Details:

• Available only in Video Reach campaigns using CPM bidding

• Static overlays triggered by user-initiated pauses

• Currently supported in 35 countries

• Run exclusively on YouTube in-stream inventory

Why It Matters

Pause Ads present a unique moment to reach an already engaged viewer — someone who’s paying attention but not distracted by video content. This timing may improve brand recall and ad engagement, especially for awareness and retargeting strategies.

How to Use Them Effectively

Google suggests:

• Keeping messaging simple and easy to digest

• Using strong CTAs that work in a glance

• Aligning creative with the context of a paused moment

Final Thoughts

While still early, Pause Ads could become a valuable tool for brands looking to balance visibility with a non-intrusive ad experience. Expect more creative testing as advertisers explore the full potential of this format.