Kargo, a leading platform in creative optimization, has introduced an innovative upgrade to its Pause Ads format for connected TV (CTV), aimed at enhancing brand engagement through premium creative and data-driven performance. This new approach targets natural pause moments in viewing, providing a non-intrusive yet impactful way for brands to capture consumer attention. Kargo’s first collaboration for this initiative is with Future Today, a major player in the free ad-supported streaming TV (FAST) sector, leveraging its extensive content network to deliver these high-quality ad experiences.
Future Today has already utilized Kargo’s Pause Ads to promote the Ad Council’s “Tear the Paper Ceiling” campaign a movement encouraging hiring based on skills rather than formal degrees. This campaign exemplifies the potential of Pause Ads to transform viewer inactivity into moments of compelling brand storytelling without disrupting the viewing journey. Tal Almany, Vice President of Global Supply at Kargo, noted that Pause Ads offer a full creative canvas that turns routine breaks into memorable brand opportunities. Vikrant Mathur, Co-Founder of Future Today, highlighted that these ads are a promising innovation for AVOD platforms, marrying audience control with meaningful brand engagement in a way that benefits viewers and advertisers alike.
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Supporting the format’s effectiveness, a recent study by TVision demonstrated that Kargo’s enhanced CTV campaigns significantly exceed industry benchmarks for viewer attention. Their 15-second Enhanced Branded Canvas ads captured attention 55% longer than traditional 15-second CTV ads, while 30-second ads held viewer focus 76% longer than comparable benchmarks. Viewers also spent 25% more time engaged with Kargo’s 30-second creative overlays, underscoring the strong audience retention capabilities of the format.
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Pause Ads are part of Kargo’s broad suite of full-funnel CTV advertising solutions, designed to reach consumers across the entire marketing journey from attention capture to performance-focused executions. These ads run exclusively within premium environments to ensure high-quality impressions and meaningful brand impact, further solidifying Kargo’s reputation for pioneering innovative, viewer-friendly advertising formats that respect the audience experience while maximizing advertiser value.
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