Kargo, the leading creative optimization platform, has unveiled a reimagined approach to Pause Ads on connected TV (CTV), offering brands a non-intrusive, high-impact way to capture attention during natural viewing breaks. The innovation addresses a previously underutilized ad format, turning brief pauses into memorable moments of brand storytelling.
Future Today, a leader in the free ad-supported streaming TV (FAST) space, is Kargo’s first partner for this format. The platform recently used Kargo’s Pause Ads for the Ad Council’s “Tear the Paper Ceiling” campaign, promoting skills-based hiring over traditional degree requirements.
“Pause Ads don’t just fill a break—they transform it into a moment of brand storytelling, giving a full canvas for premium creative,” said Tal Almany, VP, Global Supply at Kargo. “Partnering with Future Today lets us deliver these high-impact experiences right where attention is highest.”
Vikrant Mathur, Co-Founder of Future Today, added: “Pause Ads turn user inactivity into powerful brand opportunities without interrupting the viewing experience. Partnering with Kargo allowed the Ad Council to engage audiences meaningfully while keeping viewers in control—a win for brands and viewers alike.”
Data-Driven Impact
A TVision study confirms Kargo’s Pause Ads outperform traditional benchmarks:
- 15-second ads: Capture attention 55% longer than standard CTV 15s spots.
- 30-second ads: Viewers engage 25–76% longer, depending on the format, than typical CTV 30s ads.
Pause Ads are part of Kargo’s expanding full-funnel CTV suite, allowing advertisers to reach audiences from awareness-driving formats to performance-focused executions. As with all Kargo offerings, Pause Ads run exclusively in premium environments, ensuring quality impressions and meaningful brand impact.
