WunderKIND Ads has released a new study analyzing the impact of Pause Ads compared with traditional CTV spots that show Pause Ads delivered nearly two times higher attention than standard 60-second CTV ads.
Pause Ads are ads that appear when users pause programming on CTVs.
Utilizing TVision attention data, the study analyzed millions of programmatic CTV impressions from WunderKIND Ads campaigns run via the OpenGlass platform. The data spanned top verticals—including Auto, QSR, CPG, and Travel—and covered hundreds of premium publishers across Dish, Philo, Plex, and more.
When broken out by category, Pause Ads outperformed traditional 60-second CTV spots across all 13 verticals analyzed. Automotive delivered the strongest results, generating 34.2 seconds of Attention Time versus 12.2 seconds for standard CTV video (+180.3%), followed by Technology at 33.3 seconds versus 12.8 seconds (+160.2%) and Restaurants at 34.0 seconds versus 13.5 seconds (+151.9%).
"Yes, these benchmarks are based on our campaigns, but the scale of the measurement analysis makes it incredibly valuable to the industry at large,” said Adam Gendelman vice president, head of sales, supply and operations at WunderKIND Ads. “We’re moving into the next phase of CTV advertising, where user-first formats are undoubtedly more effective than the historical foundation of interruptive fifteen- and thirty-second video spots.”
WunderKIND Ads’ programmatic solution, offered through OpenGlass’ advanced CTV platform, expands the company’s advertising footprint. These units seamlessly appear the moment a viewer pauses content, transforming a passive screen into an intentional, high-attention ad experience without disrupting the user experience.
More information is available at www.wunderkindads.com/
Source: tvtechnology.com
