YouTube recently announced a new ad format allowing brands to place ads when viewers pause their videos. This follows Disney+ Hotstar’s launch of “Pause Ads” in June, making it the first to introduce this feature in India. ZEE5 is also planning to add pause ads soon.
Pause ads appear as banners beside the video when it’s paused, allowing brands to reach viewers without interrupting their content.
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Disney+ Hotstar’s early adopters included Marico, Mondelez, and ITC, with creative ads like Savlon’s “Germs don’t take a pause. Wash your hands” and Saffola’s “Hit pause on junk, hit play on health!”
These ads are effective because they engage viewers who are actively paused, making them more likely to interact with the ad.
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However, they work best with on-demand content and are less suitable for live sports.
While the cost per thousand impressions (CPM) is higher due to the targeted nature of these ads, it can offer better value for brands seeking immediate engagement rather than broad awareness.
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The format is gaining traction due to its non-interrupting nature, appealing particularly to premium subscribers who are often annoyed by traditional ads.
As connected TV (CTV) usage increases, pause ads are becoming more relevant, especially for larger screens where viewers are likely to pause content.
The effectiveness of pause ads is still being evaluated, but they are expected to become a significant part of digital advertising as platforms and brands explore their potential.
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