Xandr, AT&T’s advertising company, has announced the US launch of Pause Ads, dynamic ad units designed to create a better experience for consumers across traditional and connected TV channels.

These 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.

“Our findings indicate that consumers aren’t anti-advertising. They’re pro-content, as long as it’s relevant and non-disruptive to them,” said Matt Van Houten, SVP of Product Development for Xandr. “When we conducted research for Xandr’s Relevance Report, we found that 73 per cent of consumers surveyed dislike ads that interrupt what they’re doing; therefore, Pause Ads are very much about the right message at the right time.”

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.

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