After experimenting with them over the past few years, YouTube has now expanded its pause screen ad placements to all advertisers, providing another way for brands to reach YouTube viewers.

Pause screen ads are now appearing for more viewers via the Connected TV app, displaying targeted promotions alongside a reduced playback window.

As noted, YouTube, via parent company Google, has been experimenting with the format over the past few years, but now, it has “widely rolled out Pause ads to all advertisers.”