Interactivity is becoming a key driver of growth for connected TV (CTV) advertising as the format evolves alongside shifting audience preferences. Marketers must recognize that interactivity will become a strategic advantage in CTV advertising as streaming platforms are inundated with standard formats that risk ad fatigue and viewers begin to “expect all ads to be interactive in some way.”

The news: Magnite today introduced pause ads across several streaming providers, including DirecTV, Fubo, and Dish Media, to capitalize on the momentum of pause ads as a key opportunity to engage and convert connected TV (CTV) viewers. Our take: Pause ads have demonstrated their worth in the quickly growing CTV landscape—but those who see the most success with the format will be the ones who innovate before pause ads become standard practice.