In a first, Disney+ Hotstar launches ‘pause ads’ feature for CTV feed

Disney+ Hotstar on Monday launched the ‘pause ads’ feature, for its connected TV (CTV) feed.

Disney+ Hotstar is the first platform in the country to launch this feature for CTV feed. This initiative aligns with the platform’s strategy to offer unique advertising solutions, the company stated in a release.

A report by The Economic Times quoted Dhruv Dhawan, head of ads at Disney+ Hotstar, as saying that the company has received a positive response to CTV ads. “The launch of pause ads has generated significant excitement among our clients in the CPG, FMCG, F&B, and auto sectors, Marico, Mondelez and ITC have been amongst the early adopters.