What Are Pause Ads?

Pause ads are a CTV advertising format that activates exclusively when a viewer presses pause on their remote control or device. Rather than interrupting content, they capitalize on a viewer-initiated break, creating a natural window for brand messaging with guaranteed attention.

When a viewer pauses, the video frame freezes and a brand experience takes over part or all of the screen. The ad remains visible for as long as the stream is paused, then disappears when playback resumes. There is no forced duration — the viewer controls the experience.

This stands in contrast to every other video ad format. Pre-roll, mid-roll, and post-roll ads force the viewer to wait through a set duration. Pause ads are unique in that the viewer's own action creates the ad opportunity.

Why Are Pause Ads Uniquely Effective?

Pause ads achieve 100% viewability, 24-second average dwell time, 91% aided brand recall, and 98% message recall — making them one of the highest-performing CTV ad formats available.

100% viewability. TripleLift's eye-tracking study found that every participant looked at the pause ad. When you pause a video, you are looking at the screen.

24-second average dwell time. Viewers keep their stream paused for an average of 24 seconds, giving significantly more exposure than a typical 15-second pre-roll. Some viewers pause for minutes.

91% aided brand recall. For comparison, standard CTV pre-roll recall rates typically range from 40-65%.

98% message recall. Nearly all viewers recalled the core message, reflecting the combination of viewability, dwell time, and low cognitive load.

74% logo recognition. Three-quarters of viewers correctly identified the brand logo.

These metrics come without any viewer experience cost — the viewer never feels interrupted because they chose to pause.

How Do Pause Ads Work Technically?

Pause ads require coordination between the video player (detecting pause events), the ad decisioning system (selecting the right creative based on context and targeting), and the rendering engine (displaying the ad with smooth transitions).

Detection: The video player monitors for a pause event. When detected, it sends a signal to the ad decisioning system including content metadata, timestamp, device type, and viewer targeting data.

Selection: The ad decisioning system selects the appropriate creative based on targeting parameters. With SGAI-enabled platforms, this includes real-time contextual data — a pause during a tense fourth-quarter moment might trigger a different ad than a pause during halftime.

Rendering: The pause ad creative renders on screen while the video remains frozen. Some platforms replace the paused frame entirely, others overlay the ad on top of it, and some use a split-screen approach.

Dismissal: When the viewer resumes playback, the pause ad smoothly transitions back to content using brief animation transitions (200-300ms).

What Are the Best Practices for Pause Ad Creative?

Effective pause ad creative must communicate instantly and hold attention over an extended, variable-duration viewing period — leading with the brand, delivering one clear message, and including a QR code for second-screen engagement.

Lead with the brand. The logo and brand identity should be the most prominent visual element. Viewers may glance briefly or study the ad for 30+ seconds.

One message, clearly stated. A single, clear value proposition works best. "Game-day delivery in 30 minutes" is stronger than a list of product features.

High-impact visual. The background image should be visually striking and contextually relevant to the content.

Clear call to action. Include a QR code or simple instruction for second-screen engagement. Viewers who are paused often have their phone nearby.

Adapt to content context. SGAI-enabled pause ads can dynamically adjust creative elements based on the content being watched.

Why Are Pause Ads Especially Valuable During Live Sports?

Live sports viewers most commonly pause during pre-game programming, halftime, slow moments, and when stepping away briefly — each representing a high-attention, low-distraction window for brand messaging.

Each of these moments represents a window where the viewer is engaged with sports content (they plan to return) and temporarily available for brand messaging. SGAI platforms like StreamLayer enhance live sports pause ads by incorporating real-time game context — a pause during the final two minutes of a close game triggers a higher-value ad than a pause during a blowout.

Frequently Asked Questions

How much do pause ads cost compared to standard CTV ads?

Pause ads typically command a CPM premium of 30-50% over standard CTV pre-roll, reflecting their superior performance metrics including 100% viewability and 91% brand recall.

Can viewers skip pause ads?

Pause ads disappear when the viewer resumes playback. There is no skip button because the ad is not interrupting content. This is a key reason for their effectiveness.

Do pause ads work on all CTV devices?

All modern CTV platforms (Roku, Fire TV, Apple TV, smart TVs) support pause ad detection and rendering. SGAI platforms with native CTV SDKs provide the most consistent experience across devices.