As CTV advertising continues to grow in the U.S., it presents exciting opportunities for advertisers to move beyond traditional linear TV ads and tap into new dynamic digital offerings. One particularly promising innovation is the pause ad, a subtle yet impactful format gaining traction with streaming platforms like Hulu, Roku, DirecTV, DISH, Peacock, and Max.
What Are Pause Ads?
Pause ads appear when viewers hit pause on the content they’re streaming. Unlike typical in-stream ads that interrupt the viewing experience, pause ads leverage a user-initiated break. This subtle, yet important, difference offers brands a non-disruptive opportunity to engage audiences on the largest screen in the home—without interrupting their entertainment.
Why Pause Ads Work
A key advantage of pause ads is their non-intrusive design, which enhances the viewer’s experience and fosters stronger brand connections. Early tests by advertisers have shown promising results, with more comprehensive data expected to follow.
Pause ads are also an ideal fit for integrating QR codes. Because the ad remains on screen during pauses, users have plenty of time to scan the QR code or take other actions, making it a natural and effective call to action. The 2022 Coinbase Super Bowl ad accelerated the adoption of QR codes, and pause ads align perfectly with this trend, offering brands an even greater opportunity for audience engagement.
How Can Advertisers Leverage Pause Ads?
Pause ads are a growing asset in CTV advertising, but they’re still relatively new. At present, major streaming publishers don’t offer pause ad inventory programmatically. Advertisers need to purchase pause ads via direct buys from the platforms that support them. However, this often comes with a high barrier to entry in the form of minimum spend requirements, making it harder for smaller advertisers to participate.
That’s where Spaceback comes in. As a leader in creative automation, our platform simplifies the creation of pause ads, ensuring they meet the specs for any major streaming platform. Get in touch at hello@spaceback.com to explore how Spaceback can help you scale your CTV campaigns with pause ads.
