Pause Ads Introduced as New Format in Connected TV Advertising
· 3h ago · Originally reported by The Trade Desk
A new advertising format called 'pause ads' has been introduced in the connected TV (CTV) space. These ads appear when viewers pause streaming content, offering brands a fresh way to reach audiences without interrupting the main program.
Why it matters
Pause ads represent a shift in how advertisers engage viewers on streaming platforms, potentially increasing ad effectiveness while minimizing disruption. This could influence how brands allocate budgets and how viewers experience ads on CTV.
Explain it like I’m new here
It's like seeing a poster on your TV screen when you hit pause, instead of during your show.
Read the original at The Trade Desk
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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