Observed Signal · Jun 18, 2026 · Measurement Report · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
WunderKIND Releases Benchmarks for CTV Pause Ads
WunderKIND Ads published measurement benchmarks for programmatic Connected TV (CTV) Pause Ads in partnership with OpenGlass, using TVision’s second-by-second attention data. The analysis covered millions of programmatic CTV impressions run via the OpenGlass platform across hundreds of premium publishers and streaming services (including Dish, Philo and Plex) and examined 15 verticals. Results showed Pause Ads delivered nearly 2× higher attention than standard 60-second CTV spots across all categories. Automotive produced the largest uplift (34.2s attention for Pause Ads vs 12.2s for standard CTV), followed by Technology (33.3s vs 12.8s) and Restaurants (34.0s vs 13.5s). WunderKIND framed the format as a user-first, high-attention alternative that appears when viewers pause content.
Provides first published attention benchmarks for an emerging CTV ad format using third-party attention measurement, which may influence CTV ad format adoption and planning.
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Key Takeaways & Evidence Grounding
- WunderKIND Ads released measurement benchmarks for programmatic CTV Pause Ads in partnership with OpenGlass.
- The study used TVision second-by-second attention data and analyzed millions of programmatic CTV impressions across hundreds of publishers and streaming apps, including Dish, Philo and Plex.
- Pause Ads delivered nearly 2x higher attention than standard 60-second CTV ads across all 15 verticals analyzed.
- Category-specific results: Automotive — 34.2s attention for Pause Ads vs 12.2s for standard CTV (+180.3%); Technology — 33.3s vs 12.8s (+160.2%); Restaurants — 34.0s vs 13.5s (+151.9%).
- Adam Gendelman (VP, Head of Sales, Supply & Operations at WunderKIND Ads) commented on the industry value of the benchmarks.
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Related Market Signals & Shifts
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Interactive CTV Ads: From Concept to Game-Changer
Interactive CTV advertising moved from concept to practice in 2025 as the industry shifts from demos to scalable deployment. The piece traces roots from NBCUniversal and TiVo experiments in 2007 to BrightLine’s broader work with NBCU and Hulu, noting growing marketer comfort with CTV’s capabilities beyond linear TV. Pause ads are now the dominant interactive format, aided by measurement advances and IAB Tech Lab standards launched this year. Programmatic pause ads have been launched by Wunderkind, Kargo, Magnite, PubMatic, and TripleLift; Fubo rolled out programmatic pause ads in May, with NBCUniversal planning to follow in 2026. Magna and DirecTV’s survey shows high pause engagement (91% pause often or sometimes; 92% pause longer than 30 seconds; 35% don’t step away after pausing). The article also discusses potential future formats (home screen/menu ads) and emphasizes ongoing standardization efforts, signaling, and cross-platform compatibility via IAB Tech Lab.
Interactive CTV Ads Move From Demos to Scale
Interactive connected-TV (CTV) ad formats — long showcased in industry demos — began reaching practical, programmatic scale in 2025. Pause ads emerged as the most-adopted interactive format, with vendors (Wunderkind, Kargo, Magnite, PubMatic, TripleLift) and publishers (Fubo, NBCUniversal planned for 2026) launching programmatically transactable pause ad products. The IAB Tech Lab published a CTV ad portfolio and guidance (Ad Format Hero initiative) and is moving toward detailed technical specs to standardize creative specs, metadata and signaling for interactive functions in VAST-supported environments. Case studies and surveys cited high viewer engagement during pauses and measurable campaign uplifts (e.g., QR-scan increases for Zales). Industry participants noted technical advances in measurement and called for common signaling (examples: video.plcmt, sellers.json for CTV) to enable interoperable programmatic execution of emerging CTV formats.
Advertisers Await Programmatic Pause Ads
The article examines why programmatic "pause ads"—creative units shown when viewers pause streaming video—have generated industry discussion but limited advertiser adoption. The IAB Tech Lab launched an initiative to standardize programmatic signals for new CTV ad formats and collected public comments through early June; updates are expected to roll out later this month. Currently many pause-ad buys are direct deals; SSPs and programmatic platforms (e.g., Magnite, FreeWheel) are building interim solutions to make the format more buyable. Brands such as Fiskars are interested but waiting for programmatic scale, flexibility and measurement. Industry sources note technical friction (native specs vs VAST, non‑translatable SSP bid formats) and unanswered performance questions.
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