Philo is currently in the process of rolling out pause ads and users can expect to begin seeing them soon. As the name suggests, pause ads are specifically intended to display advertisements while content is paused.
What You Need to Know
- Philo is rolling out pause ads, which display promotional content whenever viewers pause a title.
- The new ad type gives brands a non‑intrusive way to reach viewers during natural breaks.
- Philo becomes the latest streaming service to adopt pause ads, alongside DirecTV, Fubo, Prime Video, and Tubi.
Philo’s new pause ads became available to advertisers from today, both directly and programmatically. With the format now available, advertisers and brands have another way to interact with Philo’s growing user base.
From the advertiser point of view, these ads offer additional value by utilizing a screen that would otherwise remain uneventful.
The use of pause ads means Philo now offers the ability to capture attention during these natural breaks, and without interrupting the viewing experience.
“We built our pause ads product to help increase ad effectiveness without jeopardizing the viewing experience,” said Kyle Turner, Director, Advertising Product Strategy, 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.”
Citing eMarketer data, Philo says that 54% of pause sessions last between one and five minutes and pause ads have been shown to lift both purchase intent and brand favorability.
“Philo’s pause ads offering delivers on that opportunity while helping advance a more standardized approach to programmatic activation. We’re proud to collaborate with Philo on bringing innovative, viewer-friendly ad experiences to market and expanding what’s possible in CTV,” said Tal Almany, Vice President, Global Supply, at Kargo.
Philo joins a growing list of services that now employ pause ads. Some of the other services that have already rolled out Pause ads include DirecTV, Fubo, Prime Video, and Tubi.
“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,” said Ryan Kenney, SVP, Revenue, Springserve at Magnite.
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