New Delhi: Sony LIV, the popular streaming platform, has recently joined the growing trend of OTT platforms adopting pause ads. This ad format, which displays advertisements when a user pauses their content, offers a non-intrusive way to reach viewers.
Currently, Sony LIV is utilizing pause ads to promote its own shows, including the recently launched “Million Dollar Listing” and the upcoming “Freedom at Midnight.” Notably, these ads are even displayed to subscribers, highlighting the platform’s strategic approach to maximize ad revenue.
Sony LIV’s move follows in the footsteps of other major OTT platforms in India. Disney+ Hotstar was the first to introduce pause ads in June, exclusively for its Connected TV (CTV) feed. Zee5 and YouTube have also announced plans to implement this format, recognizing its potential to engage viewers and generate revenue.
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Pause ads offer several advantages for both advertisers and platforms. They provide a unique opportunity for brands to connect with viewers without interrupting their content. Additionally, the interactive nature of pause ads allows for creative and engaging ad experiences. For instance, brands can include QR codes or other interactive elements to drive specific actions, such as website visits or app downloads.
As the OTT landscape continues to evolve, pause ads are emerging as a valuable tool for advertisers and platforms alike. By offering a more seamless and engaging advertising experience, pause ads have the potential to reshape the future of digital advertising.
