Netflix has introduced pause ads in its more affordable, ad-supported subscription plans. Other platforms like Peacock (in the U.S.), IQIYI, and Amazon Prime also use this format. The key difference is that these ads appear when users voluntarily pause the content, not in the middle of the program. They usually take the form of static banners or screens.
These pause ads cleverly combine format and timing to capture the full attention of the viewer. Some of them feature QR codes that users can scan with their phones to visit a brand’s website or promotional offer. But there’s even more you can do to drive interaction!
On many platforms, pause ads are still not interactive by design. Netflix, for instance, is developing its own NAS (Netflix Ads Suite) platform, which will support interactive ads in the future. But even now, there are ways to encourage users to engage with your brand through these static ad formats. How? By integrating Easypromos interactive campaigns.
How to Connect Easypromos Campaigns with Pause Ads
You can already spark viewer engagement through pause ads by linking an interactive Easypromos promotion directly within the ad’s design. Here’s how to do it, step by step:
- Choose the type of interaction you want to offer.
You could go for a timed quiz, a poll, a prize wheel, a personality test, or a game like Candy Crush or memory match. All Easypromos interactive experiences have a microsite format, they’re fully responsive and each has a unique URL that can be shared via QR code.
- Customize your QR URL to track the source of traffic.
A QR code is essentially an encrypted URL with extra data. Before converting it to a QR code, add UTM parameters to the URL. This will allow you to track users coming from specific streaming platforms. By comparing ad impressions with visits to your interactive campaign, you can measure engagement rates and evaluate campaign effectiveness.
- Ask to include this QR code in the pause ad design, and voilà!
This insight comes from a successful NBCU (NBCUniversal) case study, which involved one-on-one surveys with viewers. It concluded that pause ads help create moments of higher user activity. These ads increased brand recall by an average of 41% compared to standard formats. Viewers also considered pause ads a better ad experience because they felt more in control.
- The viewer can easily scan the QR code from the screen.
This approach offers more participatory value than simply redirecting to a website or providing basic information or discounts. Gamify your ad and entertain the viewers, making them more inclined to spend time engaging with your brand. E.g., a “Pick Your Favorite” survey., The possibilities are endless: games, quizzes, prize wheels, challenges, and more. Check out the Easypromos catalog, featuring over 50 interactive formats.
Viewers prefer static pause ads filled with attractive visuals over those with audio or video.
Why You Should Complement Pause Ads with Interactive Content
By integrating interactive content into your pause ads, you can achieve more than just brand impressions. You can optimize your campaign to:
- Turn viewers into qualified leads
- Create more rewarding brand experiences
- Increase the time users spend engaging with your brand
Everyone involved in advertising is seeking better ways to grab attention and improve performance. With today’s technology, we can go beyond simple impressions and clicks. We can drive interaction, which means deeper engagement and stronger brand-consumer relationships.
With static formats like pause ads, you either need a crystal-clear value proposition that drives immediate conversions, or you should seize the opportunity to collect contact data and foster more interaction with your target audience. Stepping beyond the comfort zone of one-way ads might yield surprisingly positive results.
Take Amazon, for example. Their Prime Video platform already supports interactive ads and encourages brands to upgrade their visuals for better conversion. Their pitch? “Move customers from brand awareness to action.” According to Amazon Ads:
- Interactive video ads were 1.4 times more likely to result in positive brand sentiment than non-interactive ones.
- Reward-based ads delivered 2.5 times higher CTR in DSP display formats and led to a 44% increase in native Fire TV versions.
- On average, interactive video ads with purchase CTAs drove 4.3 times more page views on product detail pages compared to standard Amazon video ads.
Platforms like Easypromos, focused on engaging audiences and offering rewards in return, are ideal partners for enhancing your advertising success. Reach out to our sales team to learn more and discuss the specific needs of your brand or campaign.
