Observed Signal · Jul 28, 2026 · Product Launch · Source: Meedia · Impact: 3/5 · Sentiment: Positive
Seven.One Media Brings Pause Ad to Live TV
Seven.One Media is extending its streaming 'Pause Ad' format—previously available only on the Joyn streaming platform—into live, addressable TV across ProSiebenSat.1 channels. The Pause Ad will appear as a ten-second fullscreen creative on internet-connected TVs (HbbTV) when viewers switch to a ProSiebenSat.1 channel, with the live picture reduced in the background and audio continuing. The format and the streaming placement are being sold together as the "Pause Creative Fullscreen Package." The first advertiser to use the combined offer is dairy brand Ehrmann, with Mediaplus buying the campaign for the Milk Twist launch; the campaign runs on Joyn and live CTV devices until August 23, 2026. Seven.One Media limits monthly campaign counts to preserve exclusivity.
Introduces a new cross-channel CTV/linear ad product from a major broadcaster sales house, creating incremental premium inventory and a new ad placement opportunity for advertisers and agencies in the CTV ecosystem.
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Key Takeaways & Evidence Grounding
- Seven.One Media expands its 'Pause Ad' format from Joyn streaming to addressable live TV.
- Pause Ads on live TV are delivered via HbbTV as a ten-second fullscreen creative while the live picture continues in a reduced background with audio.
- The offering is marketed as the 'Pause Creative Fullscreen Package' to combine streaming and TV reach.
- The first advertiser is Ehrmann; Mediaplus is the responsible media agency for the Milk Twist campaign.
- The Ehrmann campaign runs on Joyn and live-TV on CTV devices until 2026-08-23.
Connected Companies & Entities
7 Entities mapped“The 'Pause Ad' previously available only on the Joyn streaming platform will now also be bookable in Addressable TV....”
“When switching to a channel of the ProSiebenSat.1 group, a ten-second fullscreen ad is played on internet-enabled televisions (HbbTV)....”
“The family dairy Ehrmann is the first advertiser using the new combined offering to launch its product Milk Twist....”
“The responsible media agency is Mediaplus, which placed the Ehrmann campaign and has been a pioneer in booking Pause Ads....”
“MEEDIA reported the expansion and is the publisher of the article....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Seven.One Media launches 'Pause Ad' on Joyn
Seven.One Media has introduced a new ad format called the Pause Ad on the Joyn streaming platform. The format displays a full-screen static advertisement four seconds after a user actively pauses a VoD stream; the creative remains visible until playback is resumed and no additional ads run during that pause. CosmosDirekt is the first advertiser to use the format for its "Immer schön direkt" campaign, executed with dentsu X. At launch the Pause Ad is available with sociodemographic targeting, while geo- and CTV-targeting are reported to be in development. Seven.One Media positions the format as an attention-focused, non-intrusive way to reach viewers during a self-initiated break in consumption.
Joyn launches 'Pause Ads' on pause
Seven.One Media, the ad sales arm of ProSiebenSat.1, has launched a new ad format called the "Pause Ad" on streaming platform Joyn. When users press pause during a video-on-demand playback, a static full-screen advertisement appears four seconds after pausing and remains visible until playback is resumed; no additional ads are served during that pause. Seven.One Media positions the format as an attention-rich, user-friendly CTV placement. The insurer CosmosDirekt is the first announced advertiser, running a campaign titled "Immer schön direkt" on Joyn through June 5, 2026. The announcement was reported on May 18, 2026.
Philo Launches Pause Ads on Streaming Service
Philo introduced a pause-ad format across its ad-supported live and on-demand channels on June 18, 2026. The format displays ads when viewers pause playback and is available via both direct-sold and programmatic channels. Philo implemented pause ads natively in its ad server (no third-party SDK required) and partnered with supply-side and ad-tech vendors — including Magnite, Index Exchange, Kargo, Nexxen, OpenGlass, OpenX, TripleLift and WunderKIND Ads — to enable broad programmatic delivery and align specifications. Early testing cited longer dwell times during pauses and higher engagement for interactive elements like QR codes. The move aims to give advertisers a non-intrusive, high-attention placement within the CTV/streaming ecosystem.
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