Xandr, AT&T´s advertising company, has announced the launch of Pause Ads, dynamic ad units designed to create a better experience for consumers across traditional and connected TV channels, the company said.
These high-value, brand-safe ad formats complement, rather than disrupt, the viewing experience by leveraging the native functionality of the “pause” button, since consumers only see the ads when they take a break from the content they´re watching.
Xandr´s Pause Ads are enabled within live, video on-demand and DVR programming across cable, broadcast and premium networks on both digital and satellite, so advertisers can reach engaged, lean-back audiences in brand-safe viewing environments. Because Pause Ads aren´t tied to standard, 15 or 30-second pods, brands have more opportunities to reach their audiences with relevant advertising in a non-intrusive way.
Pause Ads are available today with beta advertising partners including AT&T Mobility, EPIX and STARZ across AT&T TV NOW and select DIRECTV households.
Pause Ads offer benefits to both consumers and advertisers. Pause Ads are delivered in a way that adapts to the consumer experience by finding the times when they are more receptive to a brand´s message.
Xandr is a provider of addressable TV, creating a better solution for advertisers and media companies. Xandr Invest and Xandr Monetize, our strategic platforms built on more than a decade of AppNexus´ innovation, optimize media spend across screens for buyers and sellers alike. Community, powered by Xandr, is a curated marketplace of premium publishers, providing access to unique consumer insights in a brand-safe environment. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.