TripleLift, the world’s leading Creative SSP, released its “Taking a Pause” report, an in-depth study exploring how creative innovation is transforming connected television into a channel that drives both brand impact and commerce outcomes at scale.
The research underscores a clear truth. Viewers want more than traditional disruptive ad models. Instead, they are gravitating toward interactive and consumer-friendly formats such as Pause Ads and Shoppable CTV experiences, which create value for both brands and audiences.
Key findings reveal that 67% of viewers can distinguish innovative formats from standard CTV ads, with 77% finding them informative and 66% describing them as entertaining. Pause Ads in particular stood out, delivering a 92% aided brand recall rate and boosting positive brand perception for more than half of exposed viewers. On average, consumers pause programming for over three minutes, providing advertisers with exposure that is twelve times longer than a standard 15-second spot.
“CTV is no longer just about reach,” said Ed Dinichert, chief revenue officer at TripleLift. “It is a canvas for creativity that can deliver measurable performance. Our report proves that when brands adapt their creative to match the unique behaviors of streaming audiences, they unlock deeper engagement and stronger results.”
Shoppable CTV formats are another area where consumer demand is reshaping the landscape. According to the report, 58% of viewers prefer larger shoppable ad windows, reinforcing their desire for interactivity without losing sight of the content. Transparent pricing and the inclusion of SKU elements like ratings and QR codes drove the highest levels of purchase intent.
TripleLift’s integrations with retail giants such as Amazon and Walmart position the company at the forefront of this shift, enabling advertisers to seamlessly connect inspiration to transaction while providing publishers with new revenue streams.
“Formats like Pause Ads and Shoppable CTV transform passive viewing into active engagement,” said Dave Helmreich, CEO of TripleLift. “We are giving brands the ability to show up in moments that feel natural to the consumer while helping publishers unlock premium value from their inventory. This is the future of connected TV.”
The study also highlights the growing role of artificial intelligence (AI) in creative development. Half of marketers are already using AI for ad copy generation, while more than a third leverage it for image and video creation. At the same time, 91% of marketers believe human intuition remains essential, underscoring the importance of balancing technology with creativity.
As the only Creative SSP, TripleLift is uniquely positioned to bridge these needs. By combining advanced AI, innovative ad formats, and premium supply, TripleLift ensures advertisers achieve better outcomes while publishers deliver engaging and respectful experiences to their audiences.
The complete “Taking a Pause” report is available for download here.