Powered by TVision attention data, new benchmarks show Pause Ads outperform traditional CTV advertising across every category analyzed, delivering nearly 2X higher attention

In an era where consumer attention is the ultimate currency, WunderKIND Ads, the leader in user-first, performance-driven digital advertising, today released a landmark study analyzing the impact of Pause Ads compared with traditional CTV spots, and providing category benchmarks for the emerging ad format.

Utilizing TVision attention data, the study analyzed millions of programmatic CTV impressions from WunderKIND Ads campaigns run via the OpenGlass platform. The data spanned top verticals—including Auto, QSR, CPG, and Travel—and covered hundreds of premium publishers across streaming services and apps including Dish, Philo, Plex and more. Results showed that Pause Ads delivered nearly 2x higher attention than standard 60-second CTV ads across categories.

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When broken out by category, Pause Ads outperformed traditional 60-second CTV spots across all 15 verticals analyzed. Automotive delivered the strongest results, generating 34.2 seconds of Attention Time versus 12.2 seconds for standard CTV video (+180.3%), followed by Technology at 33.3 seconds versus 12.8 seconds (+160.2%) and Restaurants at 34.0 seconds versus 13.5 seconds (+151.9%).

“Yes, these benchmarks are based on our campaigns, but the scale of the measurement analysis makes it incredibly valuable to the industry at large,” said Adam Gendelman VP, Head of Sales, Supply & Operations at WunderKIND Ads. “We’re moving into the next phase of CTV advertising, where user-first formats are undoubtedly more effective than the historical foundation of interruptive fifteen- and thirty-second video spots.”

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“Attention is an important signal for understanding the quality of CTV ad experiences,” said Yan Liu, CEO of TVision. “This study utilizes TVision’s industry-leading, second-by-second attention data to better understand how viewers engage with Wunderkind’s custom pause ad formats.”

WunderKIND Ads’ trailblazing programmatic solution, offered through OpenGlass’ advanced CTV platform, expands the company’s innovative, user-first advertising footprint. These units seamlessly appear the moment a viewer pauses content, transforming a passive screen into an intentional, high-attention ad experience without disrupting the user experience.