YouTube is introducing side-by-side ads, a new ad format that places ads next to live streams, directly inside the video player. This format appears during automated live mid-roll breaks.

How YouTube’s side-by-side ads will work

Accoridng to a video explaining the ad format, YouTube said during a live stream, when an automated mid-roll break is triggered, the ad shows up next to the live stream. Instead of pausing the stream entirely, YouTube keeps the video playing silently while the ad’s audio takes over. This allows viewers to continue watching the stream without sound while the ad plays. Once the ad ends or is skipped, the video player returns to its normal state and the stream’s audio resumes.

The ads are currently supported on connected TV and desktop platforms.

Conditions to be met before side-by-side ads can appear

YouTube says not every live stream will display this new ad type. The format is only available under specific conditions. According to YouTube, it applies to live streams that are set to normal latency, do not have captions enabled, and have the “Let YouTube Decide” option turned on for mid-rolls.

YouTube is experimenting with new ways to deliver ads during live content. The company is now focusing on big screens, especially since living room views are currently the platform’s fastest-growing surface.

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