Will Pause Ads Transform E-commerce?

What makes them advantageous compared to traditional ads? They don’t interrupt content but instead utilize natural viewing breaks, making them less intrusive while capturing attention when viewers actually have time and space to interact.

How Do Pause Ads Work?

Unlike traditional pre-roll and mid-roll adverts that play before or during videos, pause ads appear only when viewers choose to pause. The advertisement typically displays as a static or slightly animated visual on screen—often featuring a QR code or clear CTA for viewers to follow.

For instance, YouTube expanded pause ads to smart TVs from September 2024, where a static advertisement appears next to the player when paused.

Netflix even tested interactive shoppable pause ads in collaboration with Google. These allowed viewers to scan outfits worn by characters in Emily in Paris and shop for similar products.

NBCUniversal introduced pause ads into live broadcasts on the Peacock platform. Static advertisements appeared when content was paused. According to NBCU, this format led to a 43% increase in brand website visits and 43% higher ad recall compared to traditional advertising spots.

These results suggest that pause advertising can be an effective tool for increasing viewer engagement without disrupting their viewing experience.

Source: Reddit, Pale_Baker3255

How Can E-commerce Brands Benefit from This New Ad Format?

E-commerce businesses are constantly seeking new ways to engage customers at the right moment. Pause ads represent a potential tool that allows brands to reach viewers when they’re ready to take action.

According to the Video Advertising Bureau, 51% of viewers took some action after seeing a pause ad—whether visiting a website, clicking through to an e-shop, or making a purchase.

From an omnichannel marketing perspective, those ads can effectively complement digital and television campaigns. Their advantage lies in creating a seamless transition between passive viewing and active shopping, thanks to integration with QR codes, direct click-throughs, and personalized recommendations.