Joyn is expanding its advertising inventory: The advertiser Seven.One Media has introduced the new „Pause Ad“ format on the ProSiebenSat.1 Group’s streaming service. In future, these adverts will appear whenever users pause a VOD programme.

Four seconds after pressing the pause button, a static advert appears and remains on screen until playback resumes. To begin with, the insurer uses CosmosDirekt The new format is the first advertiser to use it for its „Always Nice and Direct“ campaign. The campaign runs until 5 June.

With this launch, Seven.One Media is responding to the growing importance of ad-supported streaming models and the expansion of connected TV advertising. The aim is to create additional advertising slots without directly interrupting the programme currently being shown.

„With the “Pause Ad’, we’re achieving exactly that: We are expanding our CTV advertising options on Joyn to include another eye-catching advertising format that raises the profile of brands within our diverse portfolio of high-quality content – and does so in a particularly natural and user-friendly way,” explains Markus Messerer, Managing Director and COO of Seven.One Media.

For the industry, this launch demonstrates above all how streaming platforms are continuing to develop their monetisation models. Whilst traditional linear ad breaks are coming under increasing pressure, new digital advertising formats are gaining in importance within AVOD and FAST services. Pause ads are already becoming a standard feature on several streaming services and video platforms worldwide.

For advertisers, too, streaming is increasingly becoming an integral part of their media strategy. CosmosDirekt sees particular potential in this new form of advertising for reaching younger target groups in a high-quality digital environment.

With the launch of Pause Ad, Joyn is continuing its strategy of aligning its streaming service more closely with the digital advertising market, not only in terms of content but also commercially.