By Kayla DeKraker
DirecTV’s new ad program, created in partnership with TripleLift, will see programmatic pause ads play whenever viewers pause what they’re watching.
TV Technology reported, “DirecTV Advertising originally launched the unique Pause Ad format and set the standard for the high-impact unit, winning an Emmy in 2024 for the innovative, non-disruptive format.”
“We’re witnessing the emergence of advertising moments that didn’t exist five years ago,” said Dave Helmreich, CEO of TripleLift. “Pause ads exemplify our mission to transform standard placements into meaningful brand experiences.”
He continued, “In partnership with DirecTV Advertising, we’re making their award-winning ad format programmatically accessible, removing every barrier between advertisers and innovation. We are creating a premium x-CTV publisher pause ad offering to delight both advertisers and viewers with a beautiful and efficient advertising experience.”
Pause ads have statistically done better than traditional advertisements, with over 200 million “available impressions” and 34% higher as recall.
Head of programmatic at DirecTV Advertising Rose McGovern said, “Pause ads represent a natural evolution in how viewers engage with content and making them programmatically accessible unlocks their true potential.”
She emphasized that TripleLift’s technology “ensures these exchanges translate into meaningful brand moments that amplify the viewer’s experience while delivering results advertisers can measure.”
The new pause ad format won an Emmy in 2024 for being an “innovative, non-disruptive format.”
Eliza Davies, vice president of CTV supply at TripleLift, explained why this format is preferable to traditional ads.
“The traditional model requires advertisers to bring finished creative assets and navigate complex direct sales processes,” she said. “We’re building toward a one-tag, one-line-item future where advertisers buy pause ads through TripleLift and we handle all the creative heavy lifting — from dynamic publisher template adaptation to ensuring every execution meets CTV specifications across different environments.”
Recently DirecTV has been making steps to improve its service in a very competitive industry.
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The company added more NBC channels on its free service MyFree DIRECTV. These include Bravo Vault, E! Keeping Up, Million Dollar Listing Vault, Oxygen True Crime Archives, Real Housewives Vault, SNL Vault, Top Chef Vault, and GolfPass.
DirecTV’s paid channels begin at $59.99/month, and the company prides itself on offering fully customizable plans for viewers, with no dish and no random channels.
As the TV and streaming industry continue to expand, DirecTV’s new pause ads add a little more flexibility compared to other ad-supported plans.
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