In an innovative move to enhance user experience and offer unique advertising opportunities, Zee5 is set to launch pause ads on its platform. These advertisements appear when a user pauses content, providing a non-intrusive way for brands to reach their audience.
What Are Pause Ads?
Pause ads are a novel advertising format that displays ads when viewers pause the content they are watching. Unlike traditional ads, they do not interrupt the viewing experience but instead leverage the natural pauses viewers take.
Zee5 Soon to Introduce Pause Ads
Manish Kalra, the Chief Business Officer at Zee5, announced that these pause ads will only be shown to AVoD (Ad-based Video on Demand) users. This strategic move ensures that the ads reach a broad audience without disrupting the content consumption experience.
The Pioneer: Disney+ Hotstar
In June, Disney+ Hotstar introduced pause ads exclusively for its Connected TV (CTV) feed, becoming the first platform in India to implement this format. These ads target subscribers, offering advertisers a premium audience and allowing the platform to charge higher ad rates. Disney+ Hotstar took inspiration from its US counterpart, Hulu, which began testing pause ads in 2019.
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The Benefits of Pause Ads
Pause ads offer two main advantages:
- Non-Interruptive: They reach the audience without interrupting their viewing experience.
- Innovative Engagement: They provide a unique way for brands to stand out from the clutter of traditional advertising.
According to a press release, “On average, users pause content 4-5 times a day, with over 90% of these pauses lasting less than 10 seconds.” This frequent yet brief pausing behavior makes pause ads an ideal format for engaging viewers.
Zee5’s Comprehensive Advertising Opportunities
In addition to pause ads, Zee5 offers a variety of advertising options to cater to different brand needs:
- Contextual Advertising and Content Integration: Brands can be seamlessly placed within relevant content points, enhancing viewer engagement.
- Standard CTR-Based and Purchase-Based Solutions: These options allow advertisers to measure the effectiveness of their campaigns accurately.
- Brand-Integrated Content: Zee5 has a dedicated section for creating content featuring popular TV and OTT artists and influencers, specifically tailored for brands.
Manish Kalra mentioned, “We see significant interest from both large corporations and small to medium enterprises,” highlighting the broad appeal of these innovative advertising solutions.
Conclusion
Zee5’s introduction of pause ads marks a significant evolution in digital advertising. By leveraging natural pauses in content consumption, Zee5 and Disney+ Hotstar are pioneering non-intrusive and engaging ad formats that benefit both viewers and advertisers. As these platforms continue to innovate, brands will have more opportunities to connect with their audiences in meaningful ways.
