From pause ads to frame ads to shoppable ads, innovative ad formats are capturing audience attention around the globe due to their memorable delivery within streaming TV environments. As a result, advertisers are tapping into these new advertising vehicles to effectively engage viewers, and the popularity of these ad formats only continues to rise. Last year, one quarter of CTV ads were in innovative formats.1
While it’s critical to captivate viewers and drive action with innovative ad formats, advertisers should ensure to leverage them without disrupting the viewer experience.
Use pause ads to drive memorability in a seamless way
Pause ads are a great entry point for advertisers exploring newer ad types. Their placement feels natural, appearing when viewers press pause on their favorite streaming content. These ads tend to be highly memorable because they show up during a moment of intentional viewer interaction. In fact, research found that pause ads are 43% more memorable than standard ads.2
Pause ads are effective because they remain visible until playback resumes – viewers see them as they restart a show. Their big-screen placement makes brand logos and visuals easy to recognize, and they often feature creative designs that boost recall and viewer sentiment.
Not only do pause ads stick in viewers’ minds, they are often perceived as less intrusive and more natural.3 In fact, the FreeWheel Viewer Experience Lab found that 61% of U.S. viewers said pause ads fit seamlessly into the content.3 Since these formats linger on viewers’ screens as they pause and unpause content, they actually end up driving increased user engagement. According to the VAB, 51% of viewers have taken some sort of action after seeing a pause ad.4
Pause ads offer advertisers a highly effective and user-friendly way to drive awareness and action.
Leverage shoppable ads to drive user engagement
Deploying a shoppable ad is another way for advertisers to drive user engagement. Many viewers have likely seen a shoppable ad while navigating a streaming service, especially during live events. They require a user to click or scan a shoppable link that takes them directly to the advertiser’s storefront on the same device where they are watching – a much more active approach to advertising.
While a pause ad provides a viewing experience where the ad lingers in the background, shoppable ads tend to be less subliminal. 65% of US viewers agree that shoppable ads capture attention,3 making them highly effective at drawing viewers away from alternative screens—a crucial advantage in today’s screen-obsessed environment.
Not only are shoppable ads attention-grabbing, but they are also highly successful at driving action. Interactive campaigns on CTVs deliver engagement rates up to 4.6x higher than mobile and 10.3x higher than desktop.5 Additionally, viewers are 80% more likely to seek more info online after viewing a shoppable ad compared to seeing the brand’s standard mid-roll ad.3
Striking the right balance is key for advertisers when it comes to innovative ad formats
Exploring new ad formats can add value to any advertiser’s business. Advertisers looking to invest in newer ad products should consider shoppable or pause ads as natural starting points to harness these formats. Leveraging the likes of these ads both drives recall and engagement among audiences. It also can be expected that innovative ad formats will only continue to grow in popularity as the IAB establishes standards around programmatic specifications.
However, there is a fine balance; too much novelty can overwhelm viewers. While shoppable ads are seen as cutting-edge in comparison to standard mid-rolls, their impact can diminish with overuse. According to a recent study, when a shoppable ad appears three times during a program, viewer perception improves by 7%.3 That lift fades when the ad appears five times or more, illustrating how novelty can wear thin with over frequency.3 Viewers reported a 14% increase in perceived intrusiveness when exposed to three or more innovative ad formats.3
Disruption among users has the potential to appear in response to excessive use of different ad formats.
In a world full of screens where competition for attention is at an all-time high, it’s vital that advertisers appeal to viewers in increasingly creative and purposeful ways. Striking the right balance with innovative ad formats can do more than just capture attention—it can build lasting connections. By strategically leveraging new ad formats, advertisers can capitalize on novelty to increase memorability and drive higher engagement while also protecting the viewer experience.
For more information on innovative ad formats, download the FreeWheel Viewer Experience Lab report.
Sources:
- Advertiser Perceptions, Landscape Study, 2024.
- eMarketer, As Pause Ads Charm Streamers like Peacock and Netflix, Advertisers Weigh Their Value, 2025
- FreeWheel, Innovative Ad Formats in Streaming, 2025.
- VAB, Recipe for Succes: Six Key Ingredients For Stirring Growth in Streaming, 2024.
- Innovid, The CTV Advertising Insights Report, 2025.
