Disney+ Hotstar Launches the First Pause Ads Feature on its CTV Feed

Disney+ Hotstar has announced the debut of “Pause Ads,” a cutting-edge advertising feature available only on its Connected TV (CTV) feed. The video streaming platform claims that this establishes it as the pioneer of this novel and avant-garde format in the nation. The latest addition is in line with the platform’s dedication to providing innovative advertising options.

Disney+ Hotstar launch Pause ads for CTV

The development, which comes after 3-D breakout billboards for mobile were first introduced, further demonstrates Disney+ Hotstar’s dedication to developing cutting-edge advertising solutions.

What are Pause Ads?

Unlike traditional pre-roll or mid-roll ads, the Pause Ads appear during natural pauses, providing a less disruptive viewing experience. Indeed, when a user manually pauses the video content, only then will a promotional video play. This is how pause ads work. Users pause content 4–5 times per day, with 90% of these pauses lasting less than 10 seconds. These user-initiated breaks will include advertisements through the use of pause ads. CTV “pause ads” will facilitate more positive and memorable brand interactions by reaching consumers and delivering messages in a more effective and non-intrusive manner.

Nonetheless, it is evident that its international competitor Amazon Prime Video has long benefited from playing advertisements at the start of videos, allowing viewers to skip the commercials.

Disney+ Hotstar’s diverse CTV ad formats

Disney+ Hotstar provides advertisers with a wide range of CTV ad formats, in addition to Pause Ads, such as auto-expanding CTV billboards, pre-roll and mid-roll ads, and click-to-Whatsapp integrations. With CTV audiences being among the most discerning and focused audiences, these options are made to optimize brand equity and give advertisers a unique chance to reach them at their most attentive and engaged times.

Mondelez, ITC, and Marico are among the early adopters who have received positive feedback from users who have paused content multiple times daily for brief periods of time. The feature aims to improve brand engagement by incorporating ads into user-initiated breaks without interfering with the viewing experience.

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Here’s what they said

Commenting on the launch, Dhruv Dhawan, Head of Ads at Disney+ Hotstar, said,

“We are thrilled to introduce another industry-first offering for our advertisers. The response to our CTV ads has been overwhelmingly positive. The launch of pause ads has generated significant excitement among our clients in the CPG, FMCG, F&B, and Auto sectors, Marico, Mondelez and ITC have been amongst the early adopters. We will continue to innovate and bring best-in-class solutions to our advertisers.”

Somasree Bose Awasthi, CMO, Marico Limited added,

“At Saffola, our larger brand ethos is to encourage Indians to embrace a healthier lifestyle. This year, on the occasion of World Health Day we collaborated with Disney+ Hotstar to launch a contextual campaign via Pause Ads on CTV. A powerful context relevant occasion was activated for the initiative every time the Disney+ Hotstar user initiated a break, this was built on the consumer insight that a large majority of content pause occasions are initiated around snacking. A perfect time for brand Saffola to remind our consumer to choose “better for you” foods from the Saffola Franchise as a healthier alternative. Disney+ Hotstar’s CTV Pause ads served as the perfect platform for Saffola to advocate healthy eating, and we look forward to strengthening our association with the platform other innovative disruptions in the future as well.” 

Anjali Madan, Director Consumer experience at Mondelez India added,

“At Mondelez, we have always been at the forefront of pioneering innovation in advertising and are thrilled to associate with Disney+ Hotstar to launch CTV ‘Pause Ads’ in India with our ‘Tang Summer Break Bestie’ campaign. Through this campaign, we wanted to provide an interactive platform for mothers and their kids to beat summer boredom, unleash their creativity and design their own animated bestie using fun AR-like effects. Leveraging innovative format of CTV ‘Pause Ads’ enabled us to reach our consumers seamlessly and convey our messaging in a more non-intrusive and effective manner, thus fostering a more positive and memorable brand interaction. We look forward to continuing this successful collaboration and leveraging such new marketing technologies for our future campaigns.”

Mr. Sanjay Srinivas, Vice President – Health & Hygiene, Personal Care Products Business, ITC Limited added,

“Innovative ad formats, especially on streaming platforms, help transform brand connect with audiences. Pause Ad is an interesting innovation that helps break the clutter without intruding the viewing experience and attracts attention. ITC Savlon is one of the first brands to deploy pause ads to deliver contextual messaging for its campaign on handwashing. The innovation has helped the campaign amplify reach and views in an engaging way.”

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