“While advertisers have long focused on placing ads during traditional commercial breaks, a new opportunity is continuing to gain momentum: pause ads.”
That’s the claim being made by DirecTV Advertising, which has teamed with MAGNA Media Trials for a newly released study on a potential new headache for traditional media sellers: ads that appear when viewers hit the pause button while watching TV.
“Pausing isn’t just a momentary stop in the content – it’s often an intentional act that signals ongoing viewer engagement.”
So say DirecTV Advertising and MAGNA Media Trials in the newly released report “The Pause: Reaching TV Viewers During Can’t-Miss Moments.”
For some, pausing content means a bathroom break, quick visit to the refrigerator or turning to the social media feed for yet another update on what’s happening. MAGNA Media Trials and DIRECTV Advertising take it a big step further by exploring the dynamics of pause behavior “and the opportunity it presents for advertisers.”
Drawing from media diaries and viewer sentiment, MAGNA and DirecTV conclude that the findings show pause ads “are welcomed and noticed across genres.”
MAGNA EVP of Intelligence Solutions Kara Manatt comments, “As viewers, we pause for various reasons whether it be to grab a snack, check a message, or process what just happened on screen, but what remains consistent is that we’re still engaged. That’s a valuable moment for brands to stay top of mind.”
MAGNA and DirecTV also learned that pausing is nearly universal across both streaming and linear TV and occurs across genres including live sports and scripted entertainment. This could put some over-the-air broadcasters at ease. And, contrary to what some may say about the reasons for a pause, MAGNA and DirecTV note most viewers don’t leave the room during a pause. “More than one-third remain seated, and the majority stay paused for over 30 seconds,” they share. “Importantly, most viewers surveyed prefer a pause ad over a frozen screen, with particular openness to view ads from categories like food, retail, and entertainment.”
That latter point could prove to be enticing to marketers and digital video denizens eager to bring even more ad dollars to their coffers.
For those curious about some of the top insights into how consumers surveyed by MAGNA and DirecTV view pauses with ads, here are some of the key takeaways:
- Pause reflects interest, not interruption: 81% of viewers say they pause to avoid missing what they’re watching. Interestingly, pausing can also be an indication of co-viewing, as people reported pausing to wait for someone else to join them to watch together.
- Broad generational openness to pause ads: A large majority of viewers across all age groups were receptive to ads while paused – including Gen Z (75%), Millennials (76%), Gen X (72%), and Boomers (59%).
- Timely and useful ads stand out: Pause ads related to food delivery (91%) and special deals (89%) were especially likely to be noticed, suggesting a great opportunity for shoppable ads.
- A compelling option for product launches: 65% of viewers said they were more likely to notice a pause ad if it revealed something new – with even higher interest among Gen Z (69%) and Millennials (67%)
“This latest research shows that pausing is the exact opposite of disengaging,” said Drew Groner, SVP and Head of Sales and Marketing for DirecTV Advertising. “People pause because they are highly engaged in the content they’re watching and either don’t want to miss it, don’t want someone else in the household to miss it, or want to rewind and watch it again to make sure they caught everything. And now that pause ads can be bought programmatically, it’s easier than ever for brands to reach viewers during those can’t-miss moments.”
To view the report, please click here.
