AN AD THAT WAITS UNTIL YOU TAKE A BREAK. PAUSE ADS TURN VIEWING BREAKS INTO A NEW ADVERTISING SPACE

4. 6. 2026 | 12 min read Streaming platforms and online TV services are looking for ways to monetise advertising without making the viewing experience unpleasant for audiences. One of the solutions is pause ads: advertisements that do not interrupt the action itself but appear only when the viewer pauses playback. At first glance, this unobtrusive format neatly illustrates where the entire advertising business is heading: towards greater interactivity, contextual relevance, and the search for a fine line between relevance and overload.

LG RESEARCH HIGHLIGHTS GROWING ROLE OF TV HOME SCREENS IN FILM DISCOVERY

4. 6. 2026 | 2 min read The smart TV home screen is becoming an increasingly important tool for film marketers, influencing both cinema attendance and at-home viewing decisions, according to new research from LG Ad Solutions.

GEN ALPHA DRIVES SHIFT TOWARD AI-POWERED ENTERTAINMENT DISCOVERY

8. 4. 2026 | 2 min read Gracenote has released a new report examining how artificial intelligence is reshaping the way audiences search for and discover entertainment content, with younger viewers leading the adoption of chatbot-driven tools.

A NEW WAY FOR FRANCETV PUBLICITÉ TO SELL CONTEXTUAL VIDEO ADVERTISING

27. 3. 2026 FranceTV Publicité (FTP), the advertising sales house for French public television, has introduced Context.IA into its digital video offer. The solution uses programme context to decide when an ad should appear, instead of relying only on fixed scheduling. That makes Context.IA a new commercial tool inside FranceTV Publicité’s own video inventory. Context.IA links programme cues to ad delivery Context.IA uses a multimodal AI model to analyse image, text, audio and video within broadcast content. It identifies editorial cues and connects them to ad switching, so a campaign can appear when those cues are detected. The mechanism is simple to describe: define the cue, connect it to the creative, and deliver the ad when the condition is met.

BUILDING A SHOPPABLE, ATTENTION-READY CTV OFFER: THE BIG BROTHER CONTEXTUAL CASE

26. 3. 2026 In 2025, Paramount Australia, in partnership with FreeWheel and egta, hosted a webinar outlining a forward-looking view of the evolving advertising market. One key topic explored the industry’s shift to pull-based discovery, experience-driven engagement, and frictionless content-commerce integration. Paramount Australia’s Contextual Advertising Suite directly responds to these trends, reinforcing the company’s leadership in premium CTV innovation through real-time, contextually immersive ad experiences, that meet audiences in the moment.

STUDY AUSTRALIA: THE OTHER HALF OF THE ATTENTION EQUATION

1. 11. 2025 | 5 min read We’ve all become obsessed with attention as a media metric. As marketers, we’ve spent the past few years fixated on measuring how long people look at our ads, how engaged they are, and which channels deliver the most eyeball time. But we’re missing something fundamental: before anyone can pay attention to your ad, they first must be willing to receive it.

A GREAT BRAND CAN BE BUILT FROM LOTS OF LITTLES, SAYS GRACE KITE

29. 9. 2025 | 8 min read The media landscape is more fragmented than ever. Consumers spend time across dozens of platforms, and their attention is divided into brief, sometimes fleeting moments. At the Cannes creativity festival, Grace Kite—an economist, founder of Magic Numbers and Vice-President at Analytic Partners—showed that there was no need for pessimism and that this development did not necessarily pose a threat to brands. Quite the opposite: fragmentation can become an opportunity and a route to growth. Her presentation, How Can You Build a Big Brand from Lots of Littles?, demonstrated that a brand can be built through brief, seemingly minor interactions—provided that they are considered in aggregate.

WEALTHIER SHOPPERS DRIVE HIGHER RETURN RATES FOR RETAILERS

9. 9. 2025 | 2 min read Higher-income shoppers are more likely to make returns, according to an analysis of credit and debit card data from Bank of America.

THE FUTURE OF STREAMING IS DIFFERENT AD LOADS FOR EACH VIEWER

28. 8. 2025 | 5 min read As streamers experiment with ad load optimization, their only constraint is the consumer experience.

THE FUTURE HAS ALREADY BEGUN. AR AND VR ARE TRANSFORMING TV ADVERTISING INTO AN INTERACTIVE EXPERIENCE

21. 8. 2025 | 10 min read Smart TVs, augmented reality and the advent of new devices such as Apple Vision Pro are fundamentally changing the way brands communicate with customers. Television and outdoor advertising are no longer just one-way communications – they are becoming interactive, personalised experiences. Companies are investing in AR and VR campaigns for higher engagement, better conversions and lower costs. And even though these formats still face technical limitations, their role in the marketing mix is increasingly compelling.

NEARLY 90% OF ADVERTISERS WILL USE GEN AI TO BUILD VIDEO ADS, ACCORDING TO IAB

14. 8. 2025 | 4 min read Video’s transition to the future is accelerating, with half of advertisers already using Gen AI to build video ads, according to IAB’s “2025 Digital Video Ad Spend & Strategy Full Report.”

STUDY: WOMEN’S SPORTS ARE A BIG WIN FOR ADVERTISERS

4. 5. 2025 | 3 min read As TV viewing spiked by 131% YoY, EDO reports that the impact of ads in women’s sports increased by 56%.

A VEVO & CHANNEL 4 STUDY – UNLOCKING THE POWER OF PREMIUM

17. 4. 2025 Amid ongoing industry discussions around the definition of premium content and the role of global streaming platforms within the broader “TV” ecosystem, Vevo, the world’s leading music video network, which distributes the largest network of premium music channels on YouTube, has released a new study. The research conducted by Amplified Intelligence offers valuable insights into the effect of heightened attention that premium content demands, no matter the platform of delivery.

STUDY USA. POSITIVE AD ENVIRONMENTS BOOST PERFORMANCE AND CONSUMER INTENTION

29. 3. 2025 | 3 min read Ads on a positively viewed platform are more effective regarding purchase intent, brand favorability and preference, according to the latest research from MAGNA and Pinterest.

STUDY AMPERE: STREAMING ALGORITHMS POWER TV, MOVIE CONTENT SELECTION

26. 3. 2025 | 3 min read More viewers are opting for content selections personalized through user algorithms offered by streaming platforms rather than recommendations from friends and family, according to new data from Ampere Analysis.

INCREASING THE PERFORMANCE OF TV ADVERTISING WITH QR CODES

11. 12. 2024 | 13 min read QR codes were invented in the 1990s. Their original purpose was to track vehicles during production. They were better than a traditional barcode because they could store a huge amount of information in a small area and were easy to scan.

RETAILERS EXPERIMENT WITH SHOPPABLE TV AS CONSUMERS WARM TO THE FORMAT

25. 11. 2024 | 3 min read The insight: Shoppable ads are taking over TV as retailers look for ways to reach consumers and shorten the path between discovery and purchase.

HBBTV HAS A FUTURE. ITS BENEFITS ARE APPRECIATED BY VIEWERS AND ADVERTISERS ALIKE

27. 11. 2023 | 7 min read More than 20 years have passed since the birth of HbbTV. This technology combining broadcast TV and internet services has opened up a new world for viewers and advertisers, one that continues to evolve and improve. The interactivity that hybrid broadcasting technology puts in the hands of people in front of TV screens has elevated the possibilities of TV advertising to a higher level.