Google on Tuesday announced it will be implementing a new kind of video ad on YouTube, the New York Times reported.
Fifteen seconds after a user begins watching a video on the site, an ad will form an overlay on the bottom fifth of the screen. The user can either choose to wait 10 seconds for the ad to disappear or close it immediately.
If a user clicks on the ad, the original video will stop and the advertisement will play. When the ad is over or a user closes it, the video will begin playing at the point where it was stopped.
“What we have come up with is a user-controlled ad format that is engaging,” said Eileen Naughton, Google’s director for media platforms, in the New York Times. “We want our users to be able to accept and choose what type of advertising they engage in.”
In order to avoid ads appearing on copyrighted clips that technically should not be on YouTube, the ads will only be displayed on videos from Google’s content partners. The revenue from the ads will be split between the partner and YouTube, the Times said.