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Xandr Launches Pause Ads

January 7, 2020 GMT

NEW YORK--(BUSINESS WIRE)--Jan 7, 2020--

Xandr, AT&T’s advertising company, has announced the launch of Pause Ads, dynamic ad units designed to create a better experience for consumers across traditional and connected TV channels.

These high-value, brand-safe ad formats complement, rather than disrupt, the viewing experience by leveraging the native functionality of the “pause” button, since consumers only see the ads when they take a break from the content they’re watching.

“Our findings indicate that consumers aren’t anti-advertising. They’re pro-content, as long as it’s relevant and non-disruptive to them,” said Matt Van Houten, SVP of Product Development for Xandr. “When we conducted research for Xandr’s Relevance Report, we found that 73% of consumers surveyed dislike ads that interrupt what they’re doing; therefore, Pause Ads are very much about the right message at the right time.”

Xandr’s Pause Ads are enabled within live, video on-demand and DVR programming across cable, broadcast and premium networks on both digital and satellite, so advertisers can reach engaged, lean-back audiences in brand-safe viewing environments. Because Pause Ads aren’t tied to standard, 15 or 30-second pods, brands have more opportunities to reach their audiences with relevant advertising in a non-intrusive way.

Benefits For Clients And Consumers

Pause Ads are available today with beta advertising partners including AT&T Mobility, EPIX and STARZ across AT&T TV NOW and select DIRECTV households.

Pause Ads offer benefits to both consumers and advertisers. Pause Ads are delivered in a way that adapts to the consumer experience by finding the times when they are more receptive to a brand’s message. For advertisers, Pause Ads provide:

By matching the format of Pause Ads to the functionality of the TV viewing experience, these ad units encourage viewability since pause ads render only when a consumer hits pause to take a break from their program and when they resume content.

About Xandr

Xandr is AT&T’s advertising company and a leader in addressable TV, creating a better solution for advertisers and media companies. Xandr Invest and Xandr Monetize, our strategic platforms built on more than a decade of AppNexus’ innovation, optimize media spend across screens for buyers and sellers alike. Community, powered by Xandr, is a curated marketplace of premium publishers, providing access to unique consumer insights in a brand-safe environment. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.

View source version on businesswire.com:https://www.businesswire.com/news/home/20200107005780/en/

CONTACT: Media:

Kelly Liyakasa,kelly.liyakasa@xandr.com, 347-224-1096

KEYWORD: UNITED STATES NORTH AMERICA NEW YORK

INDUSTRY KEYWORD: TV AND RADIO TECHNOLOGY GENERAL ENTERTAINMENT SOCIAL MEDIA SEARCH ENGINE OPTIMIZATION SEARCH ENGINE MARKETING ENTERTAINMENT ONLINE MOBILE ENTERTAINMENT PUBLISHING PUBLIC RELATIONS/INVESTOR RELATIONS MARKETING ADVERTISING TELECOMMUNICATIONS COMMUNICATIONS INTERNET MOBILE/WIRELESS

SOURCE: Xandr

Copyright Business Wire 2020.

PUB: 01/07/2020 12:00 PM/DISC: 01/07/2020 12:01 PM

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