Philo has launched pause ads across its ad-supported streaming service, giving advertisers access to a growing connected TV format that appears when viewers pause content.
The company said the inventory is available through both direct insertion orders and programmatic buying platforms, allowing brands and agencies multiple ways to purchase the ads.
Pause ads appear during natural breaks in viewing when users stop playback. Unlike traditional commercial breaks, the format does not interrupt programming and remains on screen while viewers are away from content.
According to data cited by Philo from eMarketer, 81 percent of viewers pause content to avoid missing part of a program, while more than half of pause sessions last between one and five minutes. The company said early measurement indicates viewers are more likely to engage with interactive elements such as QR codes presented in pause ads.
“We built our pause ads product to help increase ad effectiveness without jeopardizing the viewing experience,” said Kyle Turner, the Director of Advertising Product Strategy at Philo. “The goal was to capitalize on a passive viewing experience that is controlled by the user while also creating a technical solution that allows an advertiser multiple access points, direct or programmatic.”
Philo said the format is integrated directly into its advertising technology stack and does not require third-party software development kits. The company described itself as among the first streaming services to offer pause ads simultaneously through direct and programmatic channels.
To support the rollout, Philo worked with several advertising technology partners, including Magnite, Index Exchange, Kargo, Nexxen, OpenGlass, OpenX, TripleLift and WunderKind Ads. The companies have also collaborated on technical standards and programmatic delivery specifications for the format.
The launch comes as streaming platforms and advertisers continue to experiment with new ad formats designed to improve engagement while minimizing disruption to viewers. Pause ads have gained traction across connected TV because they take advantage of moments when viewers are actively focused on the screen but not consuming content.
“Advertisers are increasingly looking for high-attention moments that can be activated seamlessly across premium streaming environments,” said Tal Almany, the Vice President of Global Supply at Kargo. “Philo’s pause ads offering delivers on that opportunity while helping advance a more standardized approach to programmatic activation.”
Ryan Kenney, the Senior Vice President of Revenue at SpringServe by Magnite, said advertisers are increasingly seeking native advertising experiences that fit naturally within streaming environments.
“We’re excited to partner with Philo to make pause ads more accessible as buyers increasingly look for native, contextually relevant ways to engage with streaming audiences,” Kenney said in a statement. “We’re turning innovation into scalable advertising opportunities by connecting premium inventory with robust buyer demand and a streamlined path to activation.”
