The launch of Pause Ads on ITVX this week brings, for the first time on the channel, an addressable billboard directly into the viewer's living room.
Advertisers can now use this format to connect directly with the ITVX viewers with a creative message when they pause their programme for a short break on connected TV devices.
The message remains on screen until the user either resumes the content or hides the ad.
Why should brands use Pause Ads?
Premium: It's a high impact format, taking over the big screen
Full ad visibility: Your ad appears immediately, with no disruption from overlays, buttons or text
Scale: It compliments overall campaign messaging with extended call to action through pause assets
Simple: It's an opportunity to utilise existing creative
Targeting options: There are several options to choose from, including registered TV audiences, geographic and trending shows
The facts you need to know....
The average pause time is 3.9 minutes, giving a meaningful amount of time with your target audience
96% of users choose not to hide the ad
60% of pauses last longer than 60 seconds
Which ways can the format be used?
Extended call to action
Leverage the 3.9 min of average pause time to implement QR codes or call to action messaging that compliment overall campaign messaging
Branding
Use fun and creative messaging to demand attention and tie yourself into the moment of pause
Addressable user targeting
Run multiple creatives and test different different messaging and imagery across your target audience
With text kept to a minimum, a large main visual element is visually appealing to the viewer.
For more information on how to build Pause Ads into your next marketing campaign, contact us at TVADSWORK and we'll be happy to run through the different options.
Email: hannah@tvadswork.com
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