Recent industry research reveals that programmatic "pause ads" drive substantially higher viewer attention compared to traditional Connected TV (CTV) video ads. Based on second-by-second attention data, this user-first format effectively cuts through the clutter of a crowded digital landscape.
Across all analysed categories, pause ads consistently outperformed traditional 60-second CTV commercials, delivering nearly twice the attention time.
Key Category Benchmarks:
Automotive: 34.2 seconds of attention vs. 12.2 seconds for standard CTV (180.3% lift).
Technology: 33.3 seconds vs. 12.8 seconds (160.2% lift).
Restaurants: 34.0 seconds vs. 13.5 seconds (151.9% lift).
Audience Behaviour & Impact:
Strong Engagement:51% of viewers take action after seeing a pause ad. For example, a recent campaign for a jewellery brand drove a 276% increase in QR code scans and direct purchases using this format.
Generational Preference: Viewers prefer pause ads over standard frozen screens across all age groups: Gen Z (67%), Millennials (67%), and Gen X (63%).
Extended Exposure:54% of viewers pause content for 1 to 5 minutes, and 11% pause for 6 to 15 minutes, offering significantly longer exposure times than standard 15- or 30-second spots.
Implications for Marketers:
The industry is moving away from interruptive video spots toward non-disruptive, high-attention ad experiences. However, as more brands invest in pause ads, the space will become more competitive. To stand out, marketers must focus on interactive, value-add features like shoppable formats, saveable offers, and relevant product recommendations.
What it means for us and for advertisers in Ireland:
In the Irish market, pause ads are currently available through several suppliers, including VMS, C4, Rakuten, Samsung, and Discovery+. YouTube (YT) also offers its own version of pause ads. Additionally, high-impact home screen takeovers are available on LG, Samsung, and YT.
For more detailed information on how to leverage these formats for your next campaign, please contact your programmatic team or media planner.
Conclusion:
As the digital advertising landscape evolves, prioritizing user experience is essential for driving performance. Pause ads offer a seamless opportunity to capture undivided attention during natural breaks in viewing, transforming passive screens into high-impact brand engagements and making them a highly valuable addition to modern media strategies.
FAQs about connected TV pause ads and advertising effectiveness
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Pause ads are advertisements that appear when viewers pause a programme or video on a connected TV (CTV). Unlike traditional video commercials, they appear during a break initiated by the viewer rather than interrupting playback. Pause ads typically use static creative and may include interactive elements such as QR codes or product information.
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Traditional connected TV ads play before or during video content, while pause ads appear when viewers pause playback. This creates a different advertising experience without interrupting the programme. In WunderKIND's 2026 research, pause ads generated nearly twice the attention time of standard 60-second CTV commercials across the categories studied.
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Connected TV pause ads should feature clear branding, simple messaging and visuals that are easy to understand. Because viewers may see the advertisement without sound, the main message should work independently of audio. Brands can also include QR codes, product information or offers where supported by the advertising platform.
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Advertisers can evaluate connected TV pause ads using available metrics such as impressions, reach and attention time. Campaigns featuring QR codes can also measure scans and subsequent website activity. However, attention alone does not demonstrate increased sales or brand awareness, so measurement should reflect the campaign's objectives and available attribution data.
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Yes, connected TV pause ads can be purchased programmatically through participating advertising platforms and publishers. Programmatic buying allows advertisers to purchase eligible inventory using automated advertising technology. Availability, targeting options and creative requirements depend on the supplier. WunderKIND's research examined pause ads delivered programmatically across hundreds of streaming publishers.
Sources:
https://www.emarketer.com/content/pause-ad-reach-unmatched-by-other-ctv-formats-study-finds
https://www.adexchanger.com/ctv-roundup/iab-tech-lab-says-advertisers-are-excited-about-pause-ads-but-are-users/
https://www.prweb.com/releases/wunderkind-ads-releases-first-measurement-benchmarks-for-programmatic-ctv-pause-ads-in-partnership-with-openglass-302804364.html
