A pause ad is a display unit that appears on the CTV screen when the viewer manually pauses content. The viewer has chosen to pause — they are looking at the screen, unhurried, and phone is likely in hand. This makes pause ads one of the highest-attention non-video formats on CTV.
Why pause ads work: The viewer is in a deliberate, low-distraction state. Research consistently shows pause ad recall above standard display benchmarks. The pause moment is also ideal for QR code integration — the viewer has a natural moment to pick up their phone and scan.
India availability:
- Hotstar: Pause ads available on VOD content. Direct deal or agency buy. Not available via open programmatic.
- JioCinema: Limited — not a standard product. Available selectively via direct deal enquiry.
- Other platforms: Not standardised as of 2025–26.
Creative format: Static or lightly animated image. Appears centred or in the lower third. Works well with a QR code — the paused viewer is the ideal person to scan a CTV QR code. Keep creative legible at 3m viewing distance; clear brand and single message.
Full guide
For a complete explanation, read: Pause ads on CTV: the high-attention format and how to buy them in India