New Delhi: Disney+ Hotstar has unveiled an innovative advertising feature: Pause Ads, tailored exclusively for its Connected TV (CTV) audience. This new offering follows the platform’s earlier launch of 3-D breakout billboards for mobile users.
Dhruv Dhawan, Head of Ads at Disney+ Hotstar, expressed enthusiasm about the launch, stating, “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 among the early adopters. We will continue to innovate and bring best-in-class solutions to our advertisers.”
Marico Limited’s CMO, Somasree Bose Awasthi, shared insights on their use of Pause Ads, “At Saffola, our larger brand ethos is to encourage Indians to embrace a healthier lifestyle. This year, on World Health Day, we collaborated with Disney+ Hotstar to launch a contextual campaign via Pause Ads on CTV. Every time a Disney+ Hotstar user initiated a break, it was a perfect time to remind them to choose healthier snacks from the Saffola Franchise. Disney+ Hotstar’s CTV Pause Ads served as the ideal platform for Saffola to advocate healthy eating, and we look forward to further innovative collaborations.”
ALSO READ: No website, bot following on Twitter; the curious case of Ratingology
Anjali Madan, Director of Consumer Experience at Mondelez India, echoed this sentiment, “At Mondelez, we have always been at the forefront of pioneering innovation in advertising. We are thrilled to associate with Disney+ Hotstar to launch CTV Pause Ads in India with our ‘Tang Summer Break Bestie’ campaign. This campaign provided an interactive platform for mothers and their kids to beat summer boredom and unleash their creativity. 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, fostering a more positive and memorable brand interaction.”
Sanjay Srinivas, Vice President – Health & Hygiene, Personal Care Products Business at ITC Limited, highlighted the impact of this ad format, “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 handwashing campaign. The innovation has helped amplify the campaign’s reach and views in an engaging way.”
The introduction of Pause Ads on Disney+ Hotstar marks a significant step forward in advertising innovation, offering brands a unique and effective way to engage with their audience. This new feature not only enhances the viewing experience but also provides advertisers with a powerful tool to deliver their messages in a contextual and engaging manner. As Disney+ Hotstar continues to push the boundaries of digital advertising, its commitment to providing cutting-edge solutions for advertisers remains unwavering.
