Streaming has seen tremendous growth in recent years, surpassing broadcast and cable in 2025. However, much of this growth is driven by ad tiers—not ad-free plans. According to eMarketer, nearly half (46%) of US streaming subscribers pay for ad-supported tiers. This shift illustrates consumers' openness to engaging with advertisers in exchange for access to content. With ad formats like Pause Ads, brands can capitalize on evolving media consumption habits to drive engagement across video and CTV.
In this blog post, we’ll explore Pause Ads, what they are, and the value they can deliver to your brand. Let's take a closer look.
Whether it's a brief intermission to refill popcorn or a prolonged break to order dinner, audiences are bound to pause their video—especially when watching long-form content. In fact, 91% of viewers pause streaming video content all the time or sometimes. These moments unlock tremendous monetization and engagement opportunities for streaming platforms and brands with non-interruptive ad experiences—or Pause Ads.
Pause ads are full-frame ad units that appear when a person pauses the content they’re streaming. Since Pause Ads are user initiated, they are helpful in promoting positive brand associations and recall through non-interruptive ad experiences and prominent, exclusive brand exposure. With Pause Ads, a single brand owns 100% of the frame, providing branding opportunities devoid of competitive messaging. What's more, with QR codes incorporated into Pause Ads, brands can leverage the CTV channel to move audiences down the funnel—driving engagement either as part of a full-funnel media plan, a larger omnichannel strategy, or as a stand-alone approach.
Pause Ads are versatile and enable you and your brand to drive full-funnel engagement with elegant and captivating creative. Below, we follow a hypothetical hospitality brand, Steigh Resorts, to illustrate how brands can use Pause Ads at different funnel stages.
With pause ads, your brand doesn’t have to compete against others for audience attention. Moreover, pause ads leverage the full frame, presenting a powerful opportunity for brands to capture consumer attention and leave an impression. To drive awareness with pause ads, brands can focus on eye-catching design that prominently features the brand logo and tagline, improving awareness and recall.
Brands can use pause ads to drive curiosity and intrigue at the interest stage of the funnel. With a QR code, you can invite audiences to learn more about your brand and offerings on a landing page. However, it is important to align the landing page content with your ad’s message for optimal campaign performance. For example, if you’re focused on informing individuals about your brand’s services, the landing page should focus on education, outlining services, and benefits rather than inviting them to make a purchase or booking.
At this stage of the funnel, the audience is ready to make a decision. Lean into product visuals with clear messaging that encourages action. QR codes are exceptionally powerful as they enable your brand to drive audiences to specific pages like product or bookings, which can lead to conversion. These actions can also be measured by third-party studies.
Pause ads are a powerful addition to your Total Video strategy. With this dynamic duo, you can make the most out every moment—even the quiet ones—to engage and connect with audiences. Reach out to our team today to learn how to get started with CTV Pause Ads and start driving measurable outcomes.