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
How might we deliver timely brand messaging during natural content breaks without disrupting the viewing experience?
How might we prompt user engagement in a way that feels optional and controlled?
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.