Sony Pixel Power calrec Sony

Pause ads are the latest streaming innovation, prepare for more

08/02/2024

For streaming companies, and commercial broadcasters with VoD channels, the pause ad is a new way of targeting viewers when theyre distracted by something other than their screen, writes Operatives SVP of global sales, David Dembowski

By Contributor

Published: February 8, 2024

For streaming companies, and commercial broadcasters with VoD channels, the pause ad is a new way of targeting viewers when they're distracted by something other than their screen, writes Operative's SVP of global sales, David Dembowski

target=_blank title=Share on LinkedIn class=share-linkedin>

Advertising innovation is coming to a TV near you. The latest advertising format to hit the big screen is the pause ad an ad that airs when someone has paused what they are watching. In the UK, pause ads have been on Channel 4 for years. In the US, Netflix has recently rolled out the new format while Peacock calls pause ads high-impact and unobtrusive on their website.

With any innovative format, the structure that media companies build around it is at least as important as the ad product itself. Without good processes and technology to manage new ads, it will be hard to sell or scale. There are many things that go into making a new ad product successful. Media companies need to enable sellers to easily price and package the ad format into a larger proposal. They need to easily traffic creative and manage the campaign. And, they need to report on the ad in a way that helps advertisers compare its performance against other ads in their media plan.

Incorporating pause ads into the media mix Selling advertising is not like selling shoes. Typically, if someone wants to buy shoes, they look for a pair that they like and they buy it. One product, one transaction. Advertising transactions are far more complex. An advertiser working with a streaming company like Channel 4 or Hulu is likely spending money on millions or even billions of ad impressions, targeting specific audiences and content across a number of different ad formats. Pricing needs to be negotiated, creatives need to be built, and campaigns need to be optimised continuously across these various ad formats.

Pause ads are one of a number of innovative ad types on streaming. Viewers are also seeing clickable commerce-driven ads, pinch back ads that show content in a smaller window, and even virtual product placement, ads embedded into content using AI. It's safe to assume that as media companies and advertisers expand their streaming focus, new ads will emerge.

To succeed, media companies need processes and technology in place that can expand to ingest a new format like pause ads. This means that they need an order management system that has a unified product catalogue to help sales to create larger proposals that include these ads. It also means they need revenue management that can help the ad operations team to traffic and manage the ad alongside the rest of the media buy.

Understanding the value of pause ads While pause ads give advertisers a fantastic canvas for their creative, time will tell how effective the ads are at scale. Today, advertisers are mostly still testing the ad format. One aspect that needs to be analysed is ad recall. If someone is pausing their TV, presumably, they are shifting their attention elsewhere. Perhaps they're grabbing a snack in the kitchen or responding to a text on their phone, which means they aren't going to be a captive audience for the pause ad. However, they will likely see the ad when they turn their attention back to the screen.

Having unified insights about pause ads compared to the rest of other advertising in a media buy can help advertisers learn quickly to determine how to best incorporate new formats like pause ads into their broader strategy.

What's more, media companies need to have an overview of their own performance when it comes to new formats. Understanding the pricing and demand for any new ad type is critical to create a product catalogue that is not just enticing for advertisers, but also profitable to the publisher.

Ultimately, pause ads are one of many new ad types that media companies are introducing in order to maximise their revenue from streaming. Streaming delivers more flexibility, targeting and richer insights than broadcast, so it should be easier for streaming companies to quickly learn what works and what doesn't.

However, with all of these benefits comes more complexity, and so streaming companies also need to ensure that their operations and technology supports an expanded product catalogue and more sophisticated products overall.
LINK: https://www.tvbeurope.com/features/pause-ads-are-the-latest-streaming-...
See more stories from tvb

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

04/08/2026

Dalet Announces Commercial Availability of Dalia, Bringing Media-Aware Agentic AI to Enterprise Productions

Dalet, a leading technology and service provider for media-rich organizations, t...

04/07/2026

Detective Conan: Fallen Angel of the Highway Opens in Dolby Cinemas Across Japan, Presented in Dolby Atmos and Dolby ...

April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 2026

January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026 Throughout the week, Dolby brings to life the latest innovatio...

02/05/2026

Dalet Flex LTS Delivers Smarter Search, Faster Editing, and an AI-Ready Foundation for Modern Media

Dalet, a leading technology and service provider for media-rich organizations, t...

01/05/2026

NBCUniversal's Peacock to Be First Streamer to Integrate Dolby's Full Suite of Premium Picture and Sound Innovations

January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...

10/04/2026

The Invisible OPEX Killer: Is Your Server Room Dragging You Down?

The Invisible OPEX Killer: Is Your Server Room Dragging You Down? In the broadcast world, we talk a lot about uptime. We talk about talent retention, latency...

10/04/2026

NAB 2026: Imagine Communications to Showcase Expanded Multiviewer Portfolio

Imagine Communications will showcase its multiviewer portfolio at NAB Show 2026 (April 19-22, Booth N1328, Las Vegas Convention Center), including Prismon and t...

10/04/2026

NAB 2026: Chyron Releases PRIME VSAR 2.3 with Updated Unreal Engine Integration

Chyron has released PRIME VSAR 2.3, an update to its virtual set and augmented reality solution for broadcast. The release adds compatibility with Unreal Engine...

10/04/2026

NAB 2026: Techex to Showcase New tx darwin Capabilities

Techex will exhibit at NAB Show 2026 (Booth W2267, April 19-23, Las Vegas Convention Center), demonstrating new tx darwin features including consumer multiview,...

10/04/2026

NAB 2026: NDI to Showcase Ecosystem and NDI 6.3

NDI will exhibit at NAB Show 2026, demonstrating its IP video ecosystem through live partner integrations, NDI 6.3 features, AI metadata workflows, and creator ...

10/04/2026

FOR-A Acquires Tamura Corporations Information Equipment Business

FOR-A has announced the acquisition of all shares of Tamu Radiance Corporation, a new company spun off from the Information Equipment Business of Tamura Corpora...

10/04/2026

NAB 2026: InSync Technology to Unveil New Video Processing and Frame Rate Conversion Products

InSync Technology will showcase new and updated video conversion products at NAB...

10/04/2026

TNT Sports and DAZN Announce Monthly Boxing Event Series in the United States

TNT Sports and DAZN have announced a partnership to air monthly boxing events in the United States under the brand The Fight. The series will be promoted in p...

10/04/2026

Panasonic Introduces SQ3 Series 4K LCD Displays for Professional Environments

Panasonic Projector and Display has announced the SQ3 Series of 4K LCD displays as part of its MEVIX professional display portfolio. All sizes will be available...

10/04/2026

Amagi Adds Agentic Capabilities to Its Media Operations Platform

Amagi has announced the addition of Agentic Media Operations to its Amagi NOW platform, integrating AI reasoning agents across its media supply chain workflows ...

10/04/2026

LTN Announces Network Enhancements Ahead of C-Band Spectrum Auction

LTN has announced enhancements to its global IP video network targeting broadcasters transitioning from satellite distribution. The updates come ahead of US fed...

10/04/2026

Daktronics Installs New LED Displays at Yankee Stadium

Daktronics has installed new LED displays at Yankee Stadium, upgrading the main centerfield board, two flanking boards, and two ribbon displays spanning the 200...

10/04/2026

NAB 2026: Harmonic Announces AI and Cloud Updates to Hybrid Streaming Solution

Harmonic has announced updates to its hybrid streaming solution, including Model Context Protocol (MCP) connectivity for AI applications, cloud-native deploymen...

10/04/2026

NAB 2026: MultiDyne to Debut FiberSaver-10G and VF-9100

MultiDyne Video and Fiber Optic Systems will introduce two new fiber transport products at NAB Show 2026 (Booth C4425, April 19-22): the FiberSaver-10G waveleng...

10/04/2026

NAB 2026: Telos Alliance and ip-studio to Demonstrate STUDIO ZERO

Telos Alliance and ip-studio will demonstrate STUDIO ZERO, a cloud-hosted virtual studio, at NAB Show 2026. First introduced at NAB Show 2023, STUDIO ZERO integ...

10/04/2026

Pixotope and d&b Solutions Announce Strategic Partnership for XR and Virtual Studio Production

d&b solutions, a London-based audio-visual, lighting, and media integration grou...

10/04/2026

ARRI and SmallHD Announce Lens Data Monitor Overlay License for Hi-5 and Hi-5 SX

ARRI and SmallHD have announced a new expansion license for ARRI's Hi-5 and Hi-5 SX hand units that displays lens data overlays on supported SmallHD monitor...

10/04/2026

Roku to Stream Exclusive Savannah Bananas Game Package on Roku Sports Channel

Roku and the Banana Ball Championship League (BBCL) have announced an exclusive streaming partnership to bring five BBCL games to the Roku Sports Channel in 202...

10/04/2026

Ratings Roundup: More Than 18 Million Fans Tune Into 2026 NCAA Mens March Madness on TNT and CBS Sports

Ratings Roundup is a rundown of recent rating news and is derived from press rel...

10/04/2026

No Other Land, Mr. Nobody Against Putin,and More Sundance Institute-Supported Films Nominated for Peabody Awards

The Peabody Awards don't just recognize great storytelling, they spotlight t...

10/04/2026

Fans Crown Winners at the First Spotify Podcast Awards in France

After launching the Spotify Podcast Awards in Mexico last year, we brought the fan-voted celebration to Paris this week for its first edition in France. Hosted ...

10/04/2026

Yamaha launch the DXR/DXS & CXR/CXS Mk3

Powered and unpowered live PA ranges upgraded Yamaha have just refreshed four of their hugely popular PA speaker ranges, delivering significant improvements...

10/04/2026

UJAM open Gorilla Engine to third-party developers

Underlying plug-in & VI technology now available to others UJAM's latest announcement sees the company open up' Gorilla Engine, the development pla...

10/04/2026

2026 NAB Show Exhibitor Insight: Bitcentral

Share Copy link Facebook X Linkedin Bluesky Email...

10/04/2026

Bitcentral To Feature Connected Media Workflows At 2026 NAB Show

Share Copy link Facebook X Linkedin Bluesky Email...

10/04/2026

Bitcentral to Showcase Connected Media Workflows and Inte...

NEWPORT BEACH, Calif., April 10, 2026 Bitcentral, a leading provider of professional media solutions for broadcast and digital video, will showcase its latest...

10/04/2026

Ikegami to Introduce Expanded Range of Broadcast Production Solutions at NAB 2026

Ikegami to Introduce Expanded Range of Broadcast Production Solutions at NAB 202...

10/04/2026

AJA Debuts SMPTE ST 2110 and openGear Solutions Ahead of NAB 2026

AJA Debuts SMPTE ST 2110 and openGear Solutions Ahead of NAB 2026 Brie Clayton April 10, 2026 0 Comments New gear and updates address evolving hybrid ...

10/04/2026

Portland Fire+ Streaming Platform Launches

Share Copy link Facebook X Linkedin Bluesky Email...

10/04/2026

Tod Musgrave Joins Proton as U.S. Sales & Marketing Director

Share Copy link Facebook X Linkedin Bluesky Email...

10/04/2026

Proton Expands Minicam Portfolio With Proton Pro At 2026 NAB Show

Share Copy link Facebook X Linkedin Bluesky Email...

10/04/2026

FCC To Vote on Changes to Audible Crawl Rule

Share Copy link Facebook X Linkedin Bluesky Email...

10/04/2026

Frequency Launches AI Platform for Streaming Television a...

Frequency, the engine behind the worlds leading streaming television channels, today launched its AI platform for Frequency Studio, powering the entire channel ...

10/04/2026

UKTV Highlights: Saturday April 25th - Friday May 1st 2026

What can I watch on UKTV and stream on U this week? This week on UKTV and the free streaming service U, viewers can watch a range of new and returning programm...

10/04/2026

Jnger Audio Joins EBU ADM Integration Group as Founding Member to Help Advance ADM/S-ADM Integration

J nger Audio Joins EBU ADM Integration Group as Founding Member to Help Advance...

10/04/2026

Multi-BAFTA-winning Chernobyl makes its free-to-air debut, marking 40 years since the disaster

Five-part Sky Original drama airs nightly on Sky Mix and Sky Atlantic from 20 Ap...

09/04/2026

Yospace surpasses 10 billion ads stitched in a single month, as ad-supported streaming surges

Staines-upon-Thames, UK, 09, April, 2026 - Yospace, the trusted leader in Dynam...

09/04/2026

just:play pro 2026 and just:live pro 2026 Sneak Preview News for NAB 2026

just:play pro 2026 and just:live pro 2026 Sneak Preview News for NAB 2026 More Details:At NAB 2026, ToolsOnAir will showcase just:play pro 2026 and just:live p...

09/04/2026

just:in mac pro 2026 - The Next Level of Professional Recording on macOS at NAB 2026

just:in mac pro 2026 - The Next Level of Professional Recording on macOS at NAB ...

09/04/2026

NAB 2026: Zixi to Demonstrate Live Video Workflows and Satellite Replacement

Zixi will demonstrate IP-based live video workflow solutions at NAB Show 2026 (Booth W2057). The industry is moving quickly toward IP-based distribution as br...

09/04/2026

Deloitte Research: Women's Elite Sports Revenues Expected to Reach at Least $3 Billion in 2026

Global women's elite sports revenues are expected to reach at least $3 billi...

09/04/2026

Monitor Engineer Gavin Tempany Mixes Kylie Minogue's Tension Tour on Solid State Logic L550 Plus

Monitor engineer Gavin Tempany mixed Kylie Minogue s Tension Tour on a Solid Sta...

09/04/2026

NAB 2026: KOKUSAI DENKI Electric America to Debut New 4K Camera and Remote Control Panel

KOKUSAI DENKI Electric America will exhibit at NAB Show 2026 (Booth C5507), debu...

09/04/2026

NBC Sports Reviews Innovations and Milestones from Its 2025-26 NBA Regular Season

With the 2025-26 NBA regular season concluded and the playoffs beginning next we...