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EMARKETER

Pause ads prove successful, says IAB

Article by Marisa Jones  |  Jun 4, 2025
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Pause ads prove successful, says IAB
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Topics
Connected TVs
Digital Advertising
Marketing Tactics
United States

The news: The Interactive Advertising Bureau (IAB) gave a glimpse of the connected TV (CTV) advertising future at its IAB Tech Lab event—and proved that pause ads are leading the way.

Across eight CTV ad formats tested, including options like menu, overlay, and in-scene ads, pause ads were found to be most effective. Advertising leaders said they offer the best user experience, were most likely to scale with standardization, and provided the greatest increase in ad spend.

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