Pause Ads: How They Are Finding Success on Streaming Platforms and Whether They’re Worth the Investment

Pause ads are becoming a popular choice for advertisers looking to engage viewers in a new way. Instead of waiting for scheduled ad breaks, brands are now finding ways to connect with audiences when they hit pause. According to analyst Ross Benes, this strategy allows streaming services to create more ad opportunities without increasing viewing time.

Big players like YouTube, Netflix, and NBCUniversal have all dabbled in this space. YouTube introduced pause ads on smart TVs, Netflix tested out a shoppable pause format with Google, and NBCUniversal even expanded their pause ads into live TV. In fact, studies show that 51% of viewers have taken some sort of action after seeing a pause ad, making them a valuable tool for brands.

NBCUniversal, in particular, sees pause ads as a key part of their advertising strategy. Executive Vice President Gina Reduto highlights their ability to drive conversions, with a reported 43% lift in site visitation and higher memorability compared to standard ads. She also stresses that because these ads are user-initiated, they offer a unique opportunity for brands to engage with consumers on a full-screen level.

For those considering incorporating pause ads into their marketing mix, it’s important to remember that these ads should be seen as a complementary offering rather than a replacement for traditional creative. Keynes Digital CEO Dan Larkman suggests using them as part of an omnichannel strategy to enhance existing TV ads rather than shifting budget away from TV advertising.

While pause ads offer a non-intrusive way to connect with viewers during live events, their short-lived nature poses a challenge in terms of storytelling. According to media director Michael Katrenak, the focus should be on creating brand recall and ensuring consumers remember the brand name rather than telling a full story in this limited timeframe.

In conclusion, pause ads are a valuable tool for advertisers in the streaming space. As the industry continues to evolve, these ads are likely to become more prevalent as part of a comprehensive marketing strategy.