The news: Creative supply-side platform TripleLift announced an expansion of its programmatic pause ads offering on Thursday, giving publishers a one-stop shop for scaling the innovative connected TV (CTV) ad format. Programmatic pause ads now offer more publisher supply integrations and strategic features.

• New publishers participating in the expansion include Plex and Xumo, along with existing partners like DirecTV.
• Features now include zero creative development fees; the ability for brands to go live with pause ads within five business days with only one existing video asset; and dynamic creative that transforms static ad assets into ads with QR codes, custom headlines, and brand logos.

The power of the pause: TripleLift highlighted the massive potential of pause ads to drive consumer action in its announcement—and the data backs its claims.

• A recent TripleLift study found that pause ads contributed to a 24% increase in brand recall compared with standard pre-roll spots; a 65% interaction rate when including dynamic elements like QR codes; and a 15% increase in purchase intent.
• 51% of viewers take action after viewing a pause ad, per the Video Advertising Bureau.
• Companies have seen the results: NBCUniversal reported a 43% increase in site visitation and memorability when using pause ads, while a Zales campaign led to a 276% increase in QR code scans, leading to directly attributable purchases.
• Across eight CTV ad formats tested, the Interactive Advertising Bureau found pause ads the most effective for driving action, with ad leaders stating the format offers the best user experience, is most likely to scale with standardization, and provides the greatest increase in ad spend.

Why it works: Pause ads are effective because they align with viewer preferences and give brands longer on-screen visibility.

• Key demographics respond positively to the format: 67% of Gen Zers and millennials actually prefer pause ads over frozen screens, per Magna and DirecTV. The trend rings true across generations, with 63% of Gen Xers and 60% of Baby Boomers also holding this preference.
• Pause ads represent a unique opportunity to reach users for extended periods without the ad feeling intrusive. The majority of TV viewers (54%) who hit pause do so for 1 to 5 minutes, while another 11% pause for up to 15 minutes.

What advertisers should do: Investing in new capabilities like TripleLift’s expanded programmatic pause ad opportunity will prove critical as the format continues to drive measurable action. But as more brands turn to pause ads, those that stand out will be the ones who listen to user preferences.

Users respond best to pause ads that include the ability to save offers/reminders and those that give product recommendations based on what the user is watching, while clickable features and QR codes are also rated positively. Incorporating these elements into pause ads will ensure that brands keep viewers engaged as the format loses its novelty.