Observed Signal · Jun 8, 2026 · Product Launch · Source: W&V · Impact: 3/5 · Sentiment: Positive
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.
Introduces a new CTV/streaming ad inventory and attention-focused format for advertisers on a major regional streaming platform; offers non-intrusive, user-initiated ad placement and planned targeting extensions that could influence streaming ad strategies.
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Key Takeaways & Evidence Grounding
- Seven.One Media launched a new ad format called the Pause Ad on the Joyn streaming platform.
- CosmosDirekt is the first advertiser using the Pause Ad for its "Immer schön direkt" campaign.
- The Pause Ad appears four seconds after a user pauses a VoD stream, is static and full-screen, and remains until playback resumes; no further ads are shown during that pause.
- At launch the format is bookable with sociodemographic targeting; geo- and CTV-targeting are planned.
- The CosmosDirekt campaign is implemented with dentsu X (part of the dentsu group).
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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.
Philo Launches Pause Ads
Philo announced on June 19, 2026 that it has launched "pause ads" across its full ad-supported footprint. The format, which appears when viewers pause content, is available both via direct activation (Direct IO) and programmatic channels and is built natively into Philo’s ad server without requiring third‑party SDKs. Philo partnered with multiple supply partners — including Magnite, Index Exchange, Kargo, Nexxen, OpenGlass, OpenX, TripleLift and WunderKIND Ads — to enable streamlined programmatic delivery and to align on common specifications. The company cites industry data showing high attention during pause moments (e.g., eMarketer: 81% pause to avoid missing content; 54% of pause sessions last 1–5 minutes) and early measurement indicating lifts in purchase intent, brand favorability and engagement with interactive elements like QR codes.
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