Jewelry retailer Zales struck shiny results with a connected TV campaign using pause ads on Xumo, a free ad-supported streaming platform. The campaign, led by Wunderkind Ads, saw a 276% boost in QR code scans compared to previous, more expensive campaigns. Even better, those scans translated directly into sales, proving that pause ads can drive performance, not just awareness.
Pause ads are getting serious attention for exactly this reason. Unlike traditional CTV formats, these ads don’t interrupt content—they show up when viewers hit pause. According to industry data, over half the people who see them take an action. And with viewers often pausing for a minute or longer, there’s more than enough dwell time for a message (or QR code) to land. Across age groups, from Gen Z to Boomers, people prefer these ads to static pause screens, particularly if they offer something useful or actionable.
For advertisers, the takeaway is clear: pause ads aren’t just tolerated—they’re embraced, as long as they’re smartly built. QR codes, clickable promos, and recommendations tied to the show a viewer paused on all help drive engagement. The creative needs to function for a paused interaction, delivering high-impact visuals and a clear value prop in that brief—but mighty—pause moment.
Full story at EMARKETER or via Wunderkind’s Blog.