Hitting the pause button

How do brands make themselves seen and heard by customers who are bored, irritated or simply disinterested in ads due to overexposure? What if you could showcase your brand without forcing yourself on unsuspecting viewers through the annoying pre-roll or mid-roll?

In a first, OTT giant Disney+ Hotstar has introduced pause ads for connected TVs (CTVs) — they appear only when a consumer takes a break from the content, wherein a pop-up appears on the right-hand side of the screen touting the advertised brand.