WunderKIND Ads Issues First CTV Pause Ad Benchmarks
Programmatic CTV Pause Ads delivered nearly 2X higher attention than 60-second spots across 13 verticals in WunderKIND study.
Pause Ads Show Higher Attention Across Categories
Programmatic CTV Pause Ads outperformed traditional 60-second CTV spots across all 13 verticals studied according to Demand Gen Report. The WunderKIND Ads analysis of millions of impressions found Pause Ads delivered nearly 2X higher attention time. The study compared the formats using TVision second-by-second attention data.
Automotive generated 34.2 seconds of attention versus 12.2 seconds for standard CTV (+180.3%). Technology recorded 33.3 seconds versus 12.8 seconds (+160.2%). Restaurants recorded 34.0 seconds versus 13.5 seconds (+151.9%).
Data Coverage and Publishers
The benchmarks covered Auto, QSR, CPG, and Travel verticals. Impressions ran across hundreds of premium publishers including DirecTV, Dish, Philo, Plex, and Tubi according to Demand Gen Report. The Pause Ad format was developed in partnership with OpenGlass.TV.
Platform and Measurement Details
WunderKIND Ads positions the format as non-disruptive because ads appear only when viewers pause content. TVision CEO Yan Liu stated that attention data helps evaluate the quality of CTV ad experiences. The company described the scale of its campaign analysis as valuable for broader industry use according to Demand Gen Report.
