Live TV streaming service Philo has rolled out pause ads on its ad-supported streaming ecosystem. The new feature means that Philo users will now see adverts every time they hit pause during playback.
Philo is the latest streaming service to offer this type of ad technology. Other platforms that have introduced such adverts include Netflix, Prime Video, Peacock, Disney+, Hulu, Max, Fubo, Sling TV, and Tubi.
How do the Philo pause ads work?
Philo’s pause adverts will appear every time users pause playback on their screen. This design is intended to target users during natural breaks, without interrupting active playback.
The pause ads are also likely to come with interactive features like a QR code or clickable buttons. According to eMarketer, viewers are significantly more likely to engage with such interactive elements.
The Philo ads are built natively on the streaming service’s ad server and won’t require any third-party integration. Consequently, users will be able to enjoy a smooth app performance.
While Philo has promoted its pause ads as being non-interruptive to active viewing, not everyone is happy about them.
“FYI, for any developers reading, sometimes we pause because we actually need to see or study something on the program we’re watching. Slapping an ad on the screen at every second you think there might be the slightest opportunity to wring money out of your product is a crass disservice to your customers,” stated one Reddit user.
Philo has, however, reassured users that they can clear the pause ads from their screen by pressing any button on their remotes (for example, arrows, OK, or the back button).
Why are streaming services investing in pause ads?
Several streaming services have invested in pause adverts in an effort to capitalize on the massive ad revenue opportunity they offer.
According to data from eMarketer, 81% of viewers pause content to avoid missing something. Additionally, 51% of viewers will take an action after encountering adverts during a pause.
Furthermore, 60% of baby boomers, 63% of Gen Xers, and 67% of Gen Zs and millennials prefer pause ads over a frozen screen.
All these statistics prove that pause adverts have a very strong ad revenue opportunity. On top of that, they don’t disrupt the playback experience, which makes them less annoying than ads that pop up randomly when watching something.
“We built our pause ads product to help increase ad effectiveness without jeopardizing the viewing experience,” said Kyle Turner, Philo’s director for advertising product strategy.