While streaming your favorite series or movie, you hit pause to grab a snack or let the dog out. An ad pops up on your television.

That’s a pause ad.

While OTT (over the top) or streaming ads have been around for years, these relatively new placement options appear only when a viewer presses pause on their connected TV. The ad stays on screen until the show resumes, creating visibility without an additional interruption of the viewing experience.

No loud commercials. No midscene interruptions. Just smart visibility during a built-in break that your audience chooses.

Why Pause Ads Work

Streaming has become part of daily life and so has hitting pause. OpenGlass.tv found 80% of viewers regularly pause their content, and 66% of pauses last longer than 60 seconds according to NBCUniversal.

That’s meaningful screen time.

And viewers aren’t just staring at the screen. According to the Video Advertising Bureau, 51% of viewers act after seeing a pause ad. That might mean searching for a brand, visiting a website or even making a purchase, all without disrupting their show.

What Do Pause Ads Look Like?

Pause ads typically appear as clean, static images or subtle animated banners. Some use a “video skin” that frames the paused content with branded messaging.

The key? Simplicity.

Viewers are technically on a break, so bold visuals and clear messaging work better than long storytelling. Many pause ads include QR codes, making it easy for viewers to act while staying on the couch.

Are Pause Ads a Good Fit for Me?

Pause ads are powerful for building brand awareness. They work well for advertisers with strong visuals and clear messaging, and they pair nicely with other streaming video campaigns. At Pioneer, we’re always exploring new ways to help you share your story.

If your audience is streaming, pause ads offer a fresh, friendly way to meet them where they are. Could pause ads work for your marketing strategy? Let’s talk!

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