The news: The majority of TV viewers who pause content stay paused for 1 to 5 minutes (54%), per Magna and DirecTV—representing a massive window for advertisers to get messaging across in a non-intrusive format.

Another 24% of viewers pause for 30 seconds to one minute, while 11% pause for 6 to 15 minutes and only 8% pause for less than 30 seconds.

Pause ads gain momentum: Advertisers are increasingly considering pause ads for the massive potential they represent over other streaming ad formats.

• 67% of Gen Z and millennials, 63% of Gen X, and 60% of Baby Boomers prefer pause ads to frozen screens.
• Across eight connected TV (CTV) ad formats tested by IAB, pause ads were found to be the most effective. Advertisers said the format offers the best user experience, was most likely to scale with standardization, and is most likely to lead to the greatest increase in ad spend compared with other formats.
• 51% of viewers take action after seeing a pause ad, per the Video Advertising Bureau—and with 81% of viewers pausing content to avoid missing what they’re watching, brands are positioned to reach consumers who are interested and engaged at key moments.

Knowing what users want: While pause ads are highly effective, advertisers must tailor strategies to user preferences to maximize impact.

Across generations, viewers prefer pause ads that include the ability to save offers/reminders and those that tailor product recommendations based on what the user is watching. And viewers are also highly receptive to pause ads that include clickable buttons to visit the brand’s site or app and those that provide a QR code to learn more.

How brands can tap in: As ad formats proliferate amid CTV’s viewership surge, advertisers who act early and focus on innovating in a format that’s already proving its potential will come out on top.

• Brands must remember that, even with pause ads’ benefits, simply filling an ad slot won’t be enough to generate consistent action. Refining storytelling and creative so that pause-time engagement feels valuable will yield the best results.
• Brands that innovate within pause ads will differentiate themselves while achieving broad reach. Personalization, context-aware messaging, and interactivity will separate standard pause ads from ones that sustain long-term success.