Disney+ Hotstar has launched an advertising feature ‘pause ads’ for its Connected TV (CTV) feed. 

This move follows the earlier introduction of 3-D breakout billboards for mobile, reaffirming the OTT platform's intent to curate unique advertising solutions.

The decision to launch this offering was driven by an insight showing that, on average, users pause content 4-5 times daily, with over 90% of these pauses lasting less than 10 seconds.

With ‘pause ads’ viewers will have a seamless, non-intrusive ad experience by integrating advertisements into natural user-initiated breaks.

In addition to pause ads, Disney+ Hotstar will offer advertisers a diverse suite of CTV ad formats including auto-expanding CTV billboards, prerolls and midroll ads, and click-to-WhatsApp integrations. These options are designed to enhance brand equity and maximise engagement with CTV audiences, who are among the most premium and attentive viewers, providing advertisers with an opportunity to connect with them during their most engaged moments.

Dhruv Dhawan, head of ads, 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, chief marketing officer, Marico, 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 and other innovative disruptions in the future as well." 

Anjali Madan, director consumer experience, 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 the 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.”

Sanjay Srinivas, vice president - health and hygiene, personal care products business, ITC, 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 on 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."