Pauseable CTV Growing Availability
"Pauseable CTV" primarily refers to Connected TV (CTV) Pause Ads, a non-intrusive advertising format that appears on the screen only when a viewer manually pauses their streaming content. Unlike traditional commercials that interrupt the show, these ads leverage "dead air" to maintain brand presence without disrupting the user experience.
Key Features of CTV Pause Ads
• User-Initiated: The ad is triggered by the viewer using their remote to pause, making it an "opt-in" moment of attention.
• Non-Intrusive: They do not have volume spikes or dialogue that competes with the content; they often appear as static or lightly animated overlays.
• Persistent Presence: The ad typically remains on screen for the entire duration of the pause, whether it lasts 10 seconds or 15 minutes.
• Interactive Elements: Many formats now include QR codes, allowing viewers to scan with their phones to visit a website or make a purchase while their show is paused.
Why Advertisers Use Them
• High Engagement: Research indicates that 92% of viewers remain in the room for at least 30 seconds after pausing, and roughly 51% of viewers take action after seeing a pause ad.
• Brand Recall: Because the ad owns 100% of the screen without competition, it drives high brand and message recall—often exceeding 90%.
• Growing Availability: Platforms like Hulu, Peacock, and Roku have adopted this format. Companies like TripleLift and Magnate have recently expanded programmatic access, making it easier for brands to buy these ads across multiple streaming services.
