ITV launches Dynamic Pause Ads

ITV has unveiled Dynamic Pause Ads, a brand new advertising format on ITVX that serves tailored adverts to viewers when they pause on-demand content.

Launched as a UK first, the innovative format is debuting with British Airways, who are trialling Dynamic Pause Ads as part of their “End of Summer Sale” campaign.

Personalised ad experience in real time

Dynamic Pause Ads use real-time information to display bespoke messaging directly on viewers’ screens. In British Airways’ case, customers are shown live pricing and tailored travel packages, offering an immediate snapshot of the latest deals when booking their next trip.

Building on ITV’s Pause Ad success

ITV first introduced Pause Ads on ITVX in early 2024. These static, print-style ads quickly became popular with advertisers, particularly with brands that may not have a full TV commercial but could supply a static creative, and have attracted both long-term advertisers and brands new to TV.

Dynamic Pause Ads represent the next step, adding personalisation and live updates to an already successful format.

Industry leaders on the launch

Calum Laming, Chief Customer Officer at British Airways, said:

"We're always looking for smarter ways to connect with our customers and this new format allows us to do just that. It's a great example of how we are continuing our transformation programme, using digital innovation to create more personalised relevant experiences, meeting our customers where they are."

Jeremy Long, Trading Controller at ITV, commented:

Pause Ads have been a real game changer since we launched them on ITVX and this is the next iteration in making them even better for both advertisers and viewers. Working with BA, we're able to get exact live deal pricing and information in front of potential customers, making the ads as up to date, information and relevant as possible"

What this means for advertisers

Dynamic Pause Ads show the growing potential of BVOD innovation, combining the reach and trust of TV with the personalisation of digital advertising. By capturing attention in natural pause moments, these are setting a new standard for how brands can connect with audiences in more relevant and engaging ways.

If you'd like to explore the possibilities for this format further, contact hello@tvadswork.com