Pause ads are here, signaling the next evolution of CTV

CTV has not only changed where and how people watch premium content; it has also changed where and how brands can show up. As viewing habits evolve, moments like the pause screen are expanding what’s possible in TV advertising. 

In the past, advertising on TV lived almost entirely within the commercial break. Streaming has opened more possibilities, where brands can appear at different moments in the viewing experience, including moments initiated by the viewer. Because the viewer chooses when those moments occur, formats like pause ads — static image ads that appear on screen when a viewer hits pause on their remote — can work with viewing behavior rather than against it. 

For advertisers, that creates a valuable new moment to connect with viewers. Pause ads can extend brand presence into a natural break in viewing, without adding another interruption. 

Learn more about pause ads 

• What viewers are doing when they hit pause 

• An ad moment the viewer controls 

• Pause ads call for a different creative approach 

• A broader role in the CTV mix 

• What pause ads tell us about the future of CTV 

What viewers are doing when they hit pause  

It’s easy to assume that a paused screen means an empty room or a quick break, but research suggests the opposite. 
 
In fact, it shows: 

• 81% of viewers say they pause because they do not want to miss the content they’re watching¹ 

• More than one-third of viewers remain seated after hitting pause¹ 

• The majority of pauses last longer than 30 seconds¹ 

• The average pause lasts more than three minutes² 

One study by TripleLift found that pause ads delivered 92% aided brand recall, and more than half of exposed viewers reported improved brand perception.² These findings suggest that pause ads can create a memorable brand experience and leave a meaningful impression on viewers. 
 
In other words, pausing can be a sign of genuine engagement with on-screen content. Because viewers return to the screen to resume what they are watching, a pause can create a unique opportunity for your ad to register with viewers. As viewers move between watching content and engaging with other devices, formats like pause ads show how CTV is evolving to support different viewing behaviors and moments of attention. 

An ad moment the viewer controls 

With a pause ad, the viewer creates the moment. There is no additional commercial break to view before getting back to the content because the advertising experience occupies a natural, pre-existing break. 

Research suggests viewers of all ages are receptive to this experience, from Gen Z and Millennials to Gen X and Boomers.¹ Similarly, research from the Video Advertising Bureau (VAB) found that around half of streaming viewers said they had taken some form of action after seeing a pause ad.³ For viewers, that could mean clicking for more information or scanning a QR code. 

These findings suggest that you can reach viewers in a way that feels additive rather than disruptive to the streaming experience; pause ads give you another way to capture attention on CTV during a moment when viewers are already engaged with on-screen content. 

Pause ads call for a different creative approach 

A paused screen offers a different creative opportunity from traditional video storytelling. Without a 15- or 30-second sequence of motion or dialogue to tell a story, pause ads have a different creative job: communicating something quickly and clearly while the screen remains paused. 

The format rewards restraint. When developing creative for pause ads, consider:

• A clear visual idea: Branding and messaging are easy to understand at a glance 

• Contextual relevance: The message is clear and relevant in the moment someone might pause

• Utility: Offers, product information, or other useful messages give viewers a reason to engage 

• A simple next step: QR codes and shoppable experiences help turn the paused screen into an opportunity for action

A clear message, brand image, and an offer or QR code can give viewers something they can take in quickly during a natural break. The opportunity to create a simple, visible, and engaging ad fits the pause itself. 

A broader role in the CTV mix 

Video remains important for telling a story and building an emotional connection. Pause ads can complement that role by giving you a way to extend the message beyond the commercial break. 

A video ad can carry the larger brand story while a pause ad can reinforce a message, extend brand presence, or give an interested viewer a simple way to take the next step. That distinction is increasingly important as the CTV ad experience expands. Rather than expecting one format to do every job, you can consider how different formats can work together across the viewing experience to help your brand build awareness, reinforce messages, and encourage action. 

As more media formats become available, CTV can support a wider range of campaign goals within a broader omnichannel strategy.

And as streaming providers continue to introduce pause ads, media availability is expanding — giving you more opportunities to test the format alongside your existing CTV strategies and more choice in how you show up. 

What pause ads tell us about the future of CTV 

Pause ads can be viewed as one tool in a broader CTV portfolio. 

Streaming offers you more opportunities to reach viewers beyond the traditional commercial break, giving you more flexibility to choose the format that best fits what you want to communicate and when you want to communicate it.

As you evaluate emerging CTV formats, it is important to think about:

• The viewer experience: Does the format fit naturally into how people are watching? 

• The role of the creative: Is the message designed for the strengths of that particular format? 

• The job to be done: Is the goal storytelling, reinforcement, interaction, or something else? 

• The broader CTV mix: How can the format complement the video and other CTV investments you already make? 

Pause ads are expanding what CTV advertising can look like. They earn their place by filling a moment video can’t: the pause itself, when advertising has traditionally been absent.

As streaming creates more of these opportunities, you can build a broader CTV mix while giving viewers more control over how ads fit into the content they consume. 
 
To learn more about the opportunities emerging across Connected TV, get in touch with your representative at The Trade Desk today. 

This information is provided solely for background and is not a representation or guarantee of any future performance.

<sub>Sources:
1. MAGNA Media Trials and DIRECTV Advertising, The Pause: Reaching TV Viewers During Can’t‑Miss Moments, 2025
2. TripleLift, Taking a Pause report press release, 2025
3. Marketing Brew summary of VAB streaming research, 2024</sub>