Pause Ad Advertising
The world of TV advertising is always changing with new ways to watch content and to advertise being developed all the time. One of the most recent and significant changes has been the introduction of Pause adverts.
Pause ads on ITV
The ITVX Pause Ad format was launched in 2024. Pause adverts offer a way for advertisers to deliver a ‘billboard’ like ad, straight to a connected TV, in an addressable campaign, direct to your living room. According to ITV data, the average pause time is 3.9 minutes, with 60% of pause ads lasting longer than 60 seconds.
How do ITVX Pause ads work?
It all starts with a brief. The MEERKATs work with each client on defining the audience and areas that they would like to reach. We then use this information to plan and negotiate a bespoke plan to meet the requirements of each brief. The specifications for a Pause Ad are provided so that the client can provide their creative for the campaign. The ads require Clearcast approval before going live, which MEERKATworks can facilitate on the client’s behalf. (Please note that while we’re big fans of ITVX Pause Ads, as an independent media agency, with no contractual ties to any media owner, MEERKATworks will always recommend the media channel we believe would best answer each brief based on our media and planning buying expertise.
ITVX Pause Ads Targeting Options
Pause Ads are an ‘addressable’ TV ad format which means that the ads are delivered to targeted users. On ITVX, the geo targeting can range from postcode (outcode), city or region, to national coverage. Other targeting layers can be added for the ad to be delivered to the registered ITVX audience. This could include age ranges, or data sets such as Mastercard or TGI statements. Pause Ad targeting can also be programme-based, for example – viewers watching Coronation Street in the South West.
Pause Ad creative
The biggest difference of a Pause Ad to a standard TV commercial, is that it is a static image. With the cost of producing a video ad often perceived as being prohibitive, Pause Ads provide a highly cost-effective means of advertising on TV. Due to the low cost of producing static creative to spec, they also allow for multiple versions of copy to run on rotation. Things have changed since the launch of ITVX Pause Ads, and they now require Clearcast approval before broadcast. Clearcast ensures that any claims in the creative can be substantiated by the advertiser. MEERKATworks can facilitate this approval process at a modest cost, working with the team at ITV to ensure that the Pause Ad is compliant. As with OOH campaigns, it is recommended that the text on the ad is clear and legible, with a limited word count. For direct response campaigns, a call to action can be included in the form of a QR code. One of the benefits of the Pause Ad being static is that there is plenty of time to open the phone camera to scan the code before pushing play to continue watching.
Benefits of ITVX Pause Ads for advertisers
- average pause time of 3.9 minutes
- low production costs
- targeted display message on a high impact format
- addressable user targeting
Pause ads on other channels
Pause Ads are not exclusive to ITVX, and are available on other channels, such as Netflix. However, it should be noted that while there is currently no minimum spend threshold in place for ITVX campaigns, the high entry level spends on other channels can be prohibitive. At the time of writing, there are other streaming and VoD channels developing their own versions of Pause Ads which we should see appearing on screen in the not so distant future.
ITVX Pause Ad example
MEERKATworks worked with Lightning Fibre on a Pause Ad campaign for their sale in January, running alongside their wider campaign across Programmatic, outdoor advertising and video on ITVX, Netflix, Prime, Disney and CTV channels. Following the success of this campaign, Lightning Fibre will launch a second Pause Ad campaign in April. Below is a sneak peek of their new creative mocked up in situ.
Pause ads in Summary
- billboard advertising in your home
- delivered to addressable users on connected TVs
- full ad visibility with simple specs
- low entry level production costs
Like to know more?
MEERKATworks is an independent media planning and buying agency with burrows in Edinburgh and Brighton, founded in 2005. We are award-winning experts at planning, buying and creating advertising campaigns for businesses, large and small. We excel across many sectors including Food and Drink, Education, Events, Charity and Travel and our media plans are always bespoke and carefully designed to fulfil your unique goals.
The MEERKAT team’s in-depth knowledge and expertise extends throughout the media landscape, from Digital and Programmatic to OOH (Out-of-Home), TV, Radio and Print.
As a proudly independent media agency, we relish roaming free in the wild and getting stuck into briefs of all shapes and sizes. So, why not call the MEERKATs on 01273 760 100 or drop us a line? We’re friendly and don’t bite… unless you’re a scorpion!
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