The news: Pause ads are proving their potential in the crowded connected TV (CTV) landscape after marketing service Wunderkind Ads saw massive success with a pause ad campaign for jewelry brand Zales, per a Thursday announcement.

• The campaign utilized Wunderkind’s pause ad inventory on free ad-supported streaming TV service Xumo in a campaign that led to a 276% increase in QR code scans compared with previous larger-budget campaigns.
• QR scans led to directly attributable purchases, which Wunderkind noted was a rare outcome for upper-funnel CTV ads.

The promise of innovation: CTV allows for experimentation in ad formats unmatched by traditional linear TV, and pause ads are proving essential in grabbing scattered audience attention through innovation.

• Other studies have noted the high engagement potential of pause ads. Fifty-one percent of viewers take action after encountering a pause ad, per the Video Advertising Bureau, while IAB found pause ads to be the most effective CTV ad format for offering a positive user experience.
• The format represents a critical opportunity to reach audiences for extended periods, with most viewers (81%) pausing content to avoid missing what they’re watching and 54% pausing for 1 to 5 minutes, giving ample time to get an ad’s message across.
• Viewers don’t only accept pause ads—they prefer them. Across generations, these ads are preferable to a frozen screen: Notably, 67% of Gen Z, 67% of millennials, 63% of Gen X, and 60% of Baby Boomers hold this preference, making them a powerful format as overall ad fatigue grows.

How brands can adapt: Pause ads are proving to be one of the most promising CTV innovations yet, and advertisers who haven’t experimented with the format should tap in—but must also understand what makes these ads work.

• Users prefer pause ads that offer QR codes, clickable elements, product recommendations tailored to streaming content, and the ability to save offers. Incorporating these elements into a pause ad will enhance the overall experience and help brands stand out as the format becomes more popular.
• Advertisers must develop ad formats that are specifically designed for paused screens and avoid simply repurposing traditional video or display ads. Ads with instant visual impact and clearly defined value propositions will boost effectiveness.