YouTube introduces side-by-side ads

YouTube is taking a significant step forward in live advertising with the introduction of side-by-side ads. This new mid-roll ad format displays advertisements alongside livestreams, rather than interrupting the entire screen. It’s a subtle change that aligns with the broader trend of live content becoming central to social strategies.

A fresh perspective on live advertising

Side-by-side ads appear during livestreams on desktop and connected TVs. Instead of fully interrupting the broadcast, the livestream is temporarily minimized and muted, while the ad plays with audio in a separate section of the screen. Once the ad concludes or is skipped, the stream’s video and audio return to normal.

Why this update matters

The introduction of side-by-side ads aligns with a broader trend where platforms like YouTube, TikTok, and Instagram are increasingly focusing on live video. Live formats offer unique advantages: they create urgency, foster high engagement, and increasingly drive direct purchasing behavior. For YouTube, this presents an opportunity to better leverage viewing habits on large screens (such as TVs) and provide livestreamers with an additional revenue stream without compromising the viewing experience.

Implications for brands and marketers

Side-by-side ads offer a less intrusive yet still visible placement during live content. Brands can capitalize on the momentum and engagement that live content brings, maintaining their visibility on the largest screen at home. Especially as live content is more frequently used for social commerce and branding, this presents an opportunity to be present in the experience in a smart way.