Pause and Effect: What Marketers Need to Know About CTV Pause Ads

Pause ads are one of the most promising new formats in Connected TV. When viewers hit pause, they’re focused, still, and more likely to notice what’s on screen, making it an ideal moment for brands to connect.

In this fireside chat, Strategus sits down with Adam Gendelman, VP of Sales at Wunderkind, to discuss how pause ads are transforming CTV engagement. You’ll also hear how the Strategus × Wunderkind partnership removes traditional barriers to entry—offering low minimums, simplified activation across devices, and no vendor lock-in—so marketers can test and scale pause ads with ease.

Watch the full fireside chat below:

Learn More About Pause Ads →

Why Pause Ads Work

Viewers pause their shows more than most marketers realize. As Wunderkind’s Adam Gendelman put it,

“80% of users regularly pause their content, and 66% of those pauses last more than a minute.”

That’s a full minute where your brand can stay on screen without disrupting the viewing experience. Studies show pause ads deliver a 41% lift in ad memorability compared to standard mid-roll placements. It’s a simple shift in timing that makes a real difference in attention.

How the Format Fits into Real Campaigns

Pause ads appear only when viewers hit pause, creating a calm, clutter-free moment where a single brand message fills the screen. Through Strategus, advertisers can now run these units programmatically across major CTV environments using one creative file and one deal ID, removing the need to traffic multiple versions for each platform.

That means less setup time and fewer technical hurdles, so teams can focus on strategy instead of specs.

Retail and e-commerce brands have been early adopters. In Wunderkind’s open case study with Zales, pause ads drove twice the QR-code scan rate of the market average and produced direct, attributable online sales.

Other verticals—from automotive and CPG to travel and finance—are also seeing stronger engagement and longer on-screen exposure times that translate into measurable outcomes.

Creative Possibilities with Pause Ads

Advertisers aren’t limited to static banners. Many brands use looping video, branded skins, or product carousels to show multiple offerings within a single unit. Add a QR code and that attention instantly becomes action, connecting viewers to a website or purchase page without leaving the couch.

As Adam Gendelman explained, “We’re seeing brands evolve from static creative to subtle motion and interactive elements that enhance, not interrupt, the viewer experience.”

Pause ads are just the start. The same technology powering them will enable other interactive formats, such as home-screen and screensaver units. As standardization across devices improves, these options will be easier to buy programmatically, giving marketers more ways to meet audiences where they watch.

Want See the Pause Effect in Action?

Partner with Strategus to test pause ads and see how they perform for your brand. With low minimums, no vendor lock-in, and access to premium Wunderkind inventory, you can explore this new CTV opportunity without heavy upfront commitments.

Let’s make every pause count.

Get in touch with our team to start your first campaign.