Sony LIV Introduces Pause Ads, Elevating Connected TV Ad Formats

Sony LIV has launched pause ads, an innovative advertising format that appears when users pause content on the platform. These banner ads, displayed beside paused videos, provide an unobtrusive viewing experience by integrating brand messages without disrupting content flow.

Exclusive to Connected TV (CTV) Users

Currently, pause ads are available only for the Connected TV (CTV) audience, including paid subscribers. Highlighting the premium nature of CTV inventory, Ranjana Mangla, Senior VP and Head of Ad Revenue at Sony LIV, explained:

“CTV ads justify premium pricing, as they target a high-value SVoD audience. Even conservatively, CTV audiences are an audience multiplier, significantly exceeding one-to-one mobile viewing.”

Pause ads are priced at 2.5x to 7x higher rates, depending on content placement and audience demographics.

Flexible and Brand-Centric Approach

Sony LIV is exploring additional formats like video pause ads and allowing brands to tailor ads to their specific objectives. The platform ensures that ads align seamlessly with the content, avoiding viewer disconnection.

“We encourage brands to bring their ideas. If it aligns with our platform, we collaborate to innovate,” says Mangla.

Currently, the platform uses this format to promote its own shows, including Million Dollar Listing and Freedom at Midnight.

Pause Ads Gaining Traction in India

Pause ads are emerging as a preferred ad format across Indian OTT platforms. In June, Disney+ Hotstar became the first to launch pause ads for its CTV audience. Platforms like ZEE5 and YouTube have since announced plans to introduce similar formats.

The format's ability to incorporate interactive elements—like QR codes for direct conversions—makes it attractive to brands focusing on click-throughs and engagement. Publishers benefit from an additional revenue stream and enhanced viewer experience.

Future of Advertising Innovation on OTT

Sony LIV is closely monitoring audience feedback and market response to refine the pause ad format. By prioritizing innovative, user-friendly solutions, the platform is setting a benchmark for advertising evolution in India’s competitive OTT landscape.