2 min. reading

Will Pause Ads Transform E-commerce?

Digital advertising is constantly evolving and adapting to consumer behavior. The latest trend shaping online marketing on streaming platforms is pause ads. This is a new advertising format that appears when viewers pause the content they're watching.

Veronika Slezáková Veronika Slezáková
Editor in Chief @ Ecommerce Bridge, Ecommerce Bridge
This article was translated for you by artificial intelligence
Will Pause Ads Transform E-commerce?
Source: Depositphotos

What makes them advantageous compared to traditional ads? They don’t interrupt content but instead utilize natural viewing breaks, making them less intrusive while capturing attention when viewers actually have time and space to interact.

How Do Pause Ads Work?

Unlike traditional pre-roll and mid-roll adverts that play before or during videos, pause ads appear only when viewers choose to pause. The advertisement typically displays as a static or slightly animated visual on screen—often featuring a QR code or clear CTA for viewers to follow.

For instance, YouTube expanded pause ads to smart TVs from September 2024, where a static advertisement appears next to the player when paused.

Netflix even tested interactive shoppable pause ads in collaboration with Google. These allowed viewers to scan outfits worn by characters in Emily in Paris and shop for similar products.

NBCUniversal introduced pause ads into live broadcasts on the Peacock platform. Static advertisements appeared when content was paused. According to NBCU, this format led to a 43% increase in brand website visits and 43% higher ad recall compared to traditional advertising spots.

These results suggest that pause advertising can be an effective tool for increasing viewer engagement without disrupting their viewing experience.

Will Pause Ads Transform E-commerce?

Source: Reddit, Pale_Baker3255

How Can E-commerce Brands Benefit from This New Ad Format?

E-commerce businesses are constantly seeking new ways to engage customers at the right moment. Pause ads represent a potential tool that allows brands to reach viewers when they’re ready to take action.

According to the Video Advertising Bureau, 51% of viewers took some action after seeing a pause ad—whether visiting a website, clicking through to an e-shop, or making a purchase.

From an omnichannel marketing perspective, those ads can effectively complement digital and television campaigns. Their advantage lies in creating a seamless transition between passive viewing and active shopping, thanks to integration with QR codes, direct click-throughs, and personalized recommendations.

Share article
Veronika Slezáková
Editor in Chief @ Ecommerce Bridge, Ecommerce Bridge
Similar articles
Hungarian Sellers Are Losing Thousands on These Marketplace Mistakes
5 min. reading

Hungarian Sellers Are Losing Thousands on These Marketplace Mistakes

Expanding to international marketplaces can seem overwhelming for Hungarian sellers. With dozens of platforms, varying regulations, and cultural differences, many businesses stick to what they know. Attila Benes from Base.com shares practical insights on which markets actually work for Hungarian sellers – and the common mistakes that cost businesses thousands in failed expansion attempts.

Attila Benes Attila Benes
Country Manager, Base.com
Secrets of CEE’s Most Successful E-Retailers
6 min. reading

Secrets of CEE’s Most Successful E-Retailers

CEE e-retailers are quietly outperforming the market while global giants like Temu and Shein flood European markets with cheap products. The top 50 companies in the region have found ways to grow consistently, even as the post-pandemic boom faded and inflation hit consumer spending. Here’s what they’re doing differently.

László Szabó László Szabó
Managing Partner, Growww Digital
Best Digital Marketing Strategies for Small Businesses in 2025
19 min. reading

Best Digital Marketing Strategies for Small Businesses in 2025

Experience with numerous e-shops shows how technology and relationships drive growth. For 2025, proven strategies include SEO, AI, content marketing, PPC, and community building – most requiring only time and effort, not large budgets. With AI now essential for staying competitive, let’s explore the most effective approaches from Selltoro’s expert, Jan Janouškovec.

Jan Janouškovec Jan Janouškovec
CEO, Selltoro