Thomas Eccel noticed that YouTube’s Pause Ads, previously said to be exclusive to Connected TV, are now appearing on mobile devices, including iPhones.
These static image ads show up about 10 seconds after a video is paused and only disappear when the video resumes.
While YouTube still states Pause Ads are CTV-only, recent user reports suggest otherwise. This format offers a unique, less intrusive ad moment that targets highly engaged viewers mid-session.
It’s a new creative opportunity for brand messaging during high-attention moments. Early use cases will likely focus on awareness and retargeting, but performance-focused creatives could follow soon.