DirecTV and TripleLift have teamed up to launch programmatic pause ads. Unlike traditional pause ads, programmatic pause ads are entirely automated, making use of technology to automatically buy and serve ads.
At the end of May, Fubo launched programmatic pause ads on its Connected TV (CTV) platform. At the time, the company credited itself with being the first CTV platform to offer this type of ad format.
A similar situation is now unfolding at DirecTV. While the company already offered pause ads, its launch of programmatic pause ads is also being touted as a forward-thinking move. One which helps set the standard for how pause ads will be served and delivered in the future.
With the help of TripleLift, DirecTV will now offer advertisers the ability to automate the pause ad process.
“In partnership with DirecTV Advertising, we’re making their award-winning ad format programmatically accessible, removing every barrier between advertisers and innovation. We are creating a premium x-CTV publisher pause ad offering to delight both advertisers and viewers with a beautiful and efficient advertising experience,” said Dave Helmreich, CEO at TripleLift.
According to the companies, activation of programmatic pause ads will be “as seamless as any other CTV campaign while also providing additional creative solutioning to buyers.”
As was the case with Fubo’s implementation, the latest announcement explains that pause ads have become an important part of the advertising portfolio. Apparently, DirecTV Advertising’s pause ad inventory resulted in a higher (34%) unaided ad recall than traditional addressable advertising.
“Pause ads represent a natural evolution in how viewers engage with content, and making them programmatically accessible unlocks their true potential,” said Rose McGovern, Head of Programmatic at DirecTV Advertising. “TripleLift’s creative technology ensures these exchanges translate into meaningful brand moments that amplify the viewer’s experience while delivering results advertisers can measure.”
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