In November, we shared an update on AT&T’s plans to integrate “pause ads” on AT&T TV and AT&T TV NOW. These are ads that play automatically when a viewer pauses what they’re watching.
In a recent interview, AT&T’s advertising and analytics division Xandr’s CEO Brian Lesser shared more information about what this new ad feature will look like.
He explained that pause ads will start playing 30 seconds after a user pauses their TV show or movie. “That’s a non-interruptive ad. It’s very high value. It’s very brand safe. It’s 100% viewable, and our sales team is in the market now with that product and it’s gotten great reception,” he says.
As we reported in November, AT&T TV NOW has already started to add these ads to the AT&T android TV box. Earlier this year, Hulu began playing ads on pause screens for those with a limited commercial plan. Soon after, some AT&T TV users began reporting that they were seeing ads after pausing as well.
While the company isn’t sharing details about which advertisers are using the new feature just yet, Lesser says that Xandr is likely to share more information about pause ads at CES in January.
What do you think of AT&T’s plan to add more ads when you pause your DVR or live TV? Leave us a comment and let us know.
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