Pause for effect: How pause ads reach viewers at can’t-miss moments

Drew Groner, svp, head of sales and marketing, DIRECTV Advertising

When viewers hit pause on their streaming or traditional TV entertainment, they’re not tuning out. They’re leaning in and taking control of their viewing experience.

That’s the key finding from a newly released study from Magna Media Trials and DIRECTV Advertising that examines the dynamics of pause behavior and the opportunity it presents for advertisers.

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