Video Innovation | Pause Ads

Overview

This project introduces a Connected TV pause-triggered ad unit designed to engage viewers in a natural, non-intrusive way. A subtle floating overlay appears during playback to prompt interaction, leading to an expanded branded message when the content is paused. This format leverages idle moments to deliver timely, relevant engagement while maintaining a seamless viewing experience.

Category: Video Ad Product

Role: Lead Interactive Designer

Platform: CTV

User Research

Methods:

  • Competitive analysis of major streaming platforms and their ad formats

  • Secondary research on CTV viewer behaviors (pause frequency, device usage)

  • Stakeholder interviews with marketers and product managers

Key Findings:

  • Many viewers often pause content to check their phones or step away, creating idle moments with no engagement.

  • Traditional mid-roll ads are perceived as disruptive and can lead to negative sentiment.

  • Viewers are open to contextual, choice-based interactions if they feel in control.

About David

David is a lifelong sports fan who has transitioned from traditional cable to streaming platforms for live games, replays, and highlights. His living room TV is usually occupied by kids’ shows and family movies. He often sacrifices control of the big screen to keep the peace at home.

After the kids go to bed, he likes to catch up on game highlights, check betting odds, or watch recorded matches. Even when he’s watching, he frequently pauses to help with bedtime, answer questions, or step away for a moment.

Goals

  • Stay up to date with his favorite sports teams despite a busy family schedule

  • Discover relevant betting offers and highlights without having to search manually

  • Seamlessly move from TV content to mobile for quick actions (e.g., placing a bet, reading game summaries)

Behaviors

  • Uses a second screen (phone) while watching TV to look up scores or promotions

  • Prefers ad experiences that feel relevant to his interests and don’t interrupt family time

  • Pauses TV content multiple times per session to attend to children

Frustrations

  • Limited control over TV content during the day

  • Cluttered, disruptive ads that cover the entire screen

  • Having to manually search for the content he wants after pausing

Needs

  • Subtle prompts that respect the family-friendly viewing environment

  • Easy ways to access sports-related offers and highlights during short breaks

  • The ability to control the pace and timing of engagement

Persona

Insight

  • Idle moments = opportunity: Pausing content is a natural moment when attention can shift.

  • Prompting increases intent: A subtle nudge can drive curiosity and higher engagement rates.

  • Control matters: Viewers prefer ad experiences they can choose to engage with rather than forced interruptions.

HMW Questions

  1. How might we deliver timely brand messaging during natural content breaks without disrupting the viewing experience?

  2. How might we prompt user engagement in a way that feels optional and controlled?

  3. How might we connect second-screen behavior (like checking a phone) with a call to action on TV?

Name: David
Age: 38
Location: Suburban New Jersey
Occupation: Project Manager
Family: Married with two young children
Devices: Smart TV, smartphone

Design Solution

Floating Overlay Prompt: A small, unobtrusive message encouraging the user to pause for more information.

Pause-Triggered Expanded Unit: When the viewer pauses, an overlay appears with clear branding and a call to action.

QR Code for Mobile Engagement: Makes it easy to act without interrupting TV content.

See live scores and updates through game API integration for more timely and personalized content

Pause Ad
Sports

The experience begins with a subtle floating overlay that appears during playback, inviting the user to pause for more information. When the user pauses the content, a branded ad smoothly expands over part of the screen, displaying live game updates pulled from an API, along with a clear call to action. This approach feels seamless and non-intrusive, providing timely, relevant sports content while respecting the user’s control over the viewing experience. With a quick scan of the QR code, the user can easily continue exploring offers or checking scores on their phone without interrupting family time.

Dynamic Produc Ads

Customized E-Commerce Ad Formats