Background
TripleLift, the Creative Tech SSP, recently launched programmatic “Pause Ads”, a highly anticipated ad format. The Pause Ad unit ‘takes over’ a viewer’s prime real estate for the entirety of a single pause session, until the viewer is ready to resume their content. Advertisers can adapt their existing CTV ads into a looping slideshow of messages for this unit, which plays until the user continues their content.
Solution
Eye-tracking studies were conducted to gauge viewer engagement with pause ads. The studies featured brands across different verticals with varying levels of popularity.
These studies involved simulating content pauses within a show where a pause ad was present. Participants completed a survey assessing brand perception and their opinions on the ad unit and its integration into the viewing environment.
Results
The eye tracking studies found that 100% of viewers saw the pause ads for an average of 24 seconds. Key elements like the message (98%) and brand logo (74%) drive strong recall (91% aided brand recall and message association). Integrating Pause Ads can significantly enhance brand message communication and engagement for both publishers and brands, as 69% of respondents found these units informative and 68% considered them distinct from typical CTV ads.
