As TV and online video continue to converge, and consumer behaviours incorporate on demand and linear media consumption, new advertising formats are emerging. You may have recently noticed the Television Video on Demand (VOD) pause ads.

This new ad format takes advantage of moments when viewers pause their shows, creating a valuable opportunity for brands to connect with consumers. Here's how pause ads work and how you can successfully integrate them into your advertising campaigns.

What Are Pause Ads?

Pause ads are static advertisements displayed on the screen when viewers pause a show on VOD platforms, such as ITVX or Channel4. Unlike traditional ad breaks, pause ads only appear when the user has actively engaged with the screen by hitting pause, making them less intrusive and more contextually relevant. This subtle approach to advertising aligns well with changing viewer preferences, as it respects the user's control over their viewing experience. Pause Ads also benefit from good targeting data, so you can select the audiences, programming and time of day for your ads to appear.

How Advertisers Are Using Pause Ads

Pause ads give brands a unique advantage: they appear in a natural user-activated break in viewing, increasing the likelihood that viewers will engage with the content rather than ignore it. ITV data suggests 60% of pause ads are on screen for longer than 60 seconds, creating a high brand exposure window.

Many advertisers have begun experimenting with pause ads, using them for brand awareness, product launches, or seasonal campaigns. Here are a few ways pause ads are being utilised:

• Brand Awareness Campaigns: Some brands leverage pause ads to reinforce brand identity and keep their messaging top of mind. Since pause ads are less disruptive than traditional spots, they allow brands to build awareness subtly.

• Product Launches and Promotions: Pause ads are a great fit for product launches, as they appear when viewers may have a moment of rest. Brands can use this "pause" as a metaphor, encouraging users to take a break and explore new products.   

• Seasonal Campaigns: Major retail brands use pause ads to promote seasonal offers or holiday products, as they know viewers are likely to be in a more receptive state during these pauses. This format allows advertisers to align their messaging with the season's mood without interrupting the content.

• Direct Response: although VOD is not typically the best environment for direct response, the addition of QR codes to pause ads is a potentially effective way to create an action or response from viewers

Pause Ads: Brands Leading the Way

US on demand TV service, Hulu has pioneered the way. Good recent examples include Charmin (toilet roll brand) leveraging humour to drive recall and positive association relating to bathroom breaks. High end carmaker Lexus created ads featuring QR codes allowing viewers to scan for more information about the car, enhancing engagement. 

Benefits of Pause Ads for Marketers

• Non-Disruptive Brand Messaging: Unlike pre-roll or mid-roll ads, pause ads let viewers experience brand messaging without feeling interrupted, fostering a more positive perception of the ad content.

• High Engagement and Recall: Because the ads appear at a time when viewers are actively engaged with their screen, pause ads generally achieve higher engagement and recall than traditional ads.

• Contextual Relevance: Pause ads work well for brands that want to provide contextually relevant messaging, whether it’s humour, a reminder to grab a snack, or a call to action. By appearing when viewers are already on a break, these ads feel natural rather than forced.

• Opportunity for Interactive Features: QR codes and direct calls-to-action can drive users to learn more, visit a product page, or even make a purchase without disrupting their viewing experience.

Television VOD pause ads are a promising new advertising format that aligns well with modern consumer behaviour and preferences. By offering a non-intrusive way to deliver brand messaging, pause ads allow marketers to reach viewers when they're most receptive. This format is versatile and can support brand awareness, product promotions, and interactive campaigns. For marketers looking to maximise their digital strategies, pause ads are a trend worth exploring in the evolving landscape of VOD advertising.

If you are interested in discussing pause ads for your brand, please get in touch through our contact form at the bottom of this page.