Xandr, AT&T’s advertising company, has announced the launch of Pause Ads, dynamic ad units designed to create a better experience for consumers across traditional and connected TV channels.
These high-value, brand-safe ad formats complement, rather than disrupt, the viewing experience by leveraging the native functionality of the “pause” button, since consumers only see the ads when they take a break from the content they’re watching, said AT&T.
Xandr’s Pause Ads are enabled within live, video on-demand and DVR programming across cable, broadcast and premium networks on both digital and satellite, so advertisers can reach engaged, lean-back audiences in brand-safe viewing environments. Because Pause Ads aren’t tied to standard, 15 or 30-second pods, brands have more opportunities to reach their audiences with relevant advertising in a non-intrusive way.
Pause Ads are available now with beta advertising partners including AT&T Mobility, EPIX and STARZ across AT&T TV NOW and select DIRECTV households.
Matt Van Houten, SVP of Product Development for Xandr
When we conducted research for Xandr’s Relevance Report, we found that 73% of consumers surveyed dislike ads that interrupt what they’re doing; therefore, Pause Ads are very much about the right message at the right time.
