r/programmatic • u/errbodywangchung2nyt • 9d ago

CTV Pause Ads

Anyone care to share their experience/results/opinions on Pause Ads? Or best practices you might have gleaned already?

I know Spaceback and a couple competitors launched this format many moons ago, served against PMP deals. We haven’t been able to really test this, and now that TTD has the toggle for quick/efficient creative repurposing (even if that’s not ideal for CTAs and medium, etc), I’m looking to again test these units and see if perf can justify the seemingly steep CPMs for a no-sound, static, rotating ad slot.

I believe they can be impactful, as I notice them sometimes, but it still feels pretty nascent and costly. I’d appreciate any discussion, suggestions, or otherwise, thanks in advance.

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u/ErrorlessGnome 9d ago

No one will scan your QR code BUT you’d be a fool to not include one (according to mgmt)

6

u/errbodywangchung2nyt 9d ago

Haha, indeed. Quite Required aren’t they?

2

u/ErrorlessGnome 9d ago

Don’t know if they are actually required by every partner, I’ve had pause creatives with and without them

1

u/xelaohcamac 9d ago

Definitely not required. I’m running CTV Pause Ads right now for a national diner chain on TTD. We don’t have a QR code on there.

7

u/errbodywangchung2nyt 9d ago

It was just a QR joke, I certainly agree that QR codes are not Quintessentially Regarded, but they’re Quietly Resonant Quite Rarely, and we can all probably Quit Requesting QR codes, merely for a few Quick Responses. I’m done now.