Zee5 is one of the prime OTT platforms in the country and they are launching a new segment in Ads which is known as Pause ads. Pause Ads are a type of advertisement which is played when a content is paused while streaming.
Manish Kalra, the Chief Business Officer, announced this new update from the Zee5 platform. This feature will only be available for AVoD users. Earlier this year in June, Disney+Hotstar implemented this feature in their Connected TV segment (CTV) which was the first one in the country.
In contrast to ZEE5, Disney+ Hotstar’s pause ads target subscribers, providing advertisers access to a premium audience. This advantage enables Disney+ Hotstar to command slightly higher ad rates.
Pause Ads has two main advantages-
- Viewer’s content will not be interrupted and
- It will be a differentiating factor from the other forms of Ads.
“On average, users pause content 4-5 times a day, with over 90% of these pauses lasting less than 10 seconds,” Manish Kalra stated in a press release.
Kalra also mentioned that ZEE5 has expanded its advertising opportunities by introducing contextual advertising and content integration. “We are now allowing brands to be placed within content at relevant points. Standard CTR-based and purchase-based solutions are also available. We see significant interest from both large corporations and small to medium enterprises,” he said.
ZEE5 has a dedicated section for brand-integrated content, where its team crafts bespoke content featuring popular TV and OTT artists and influencers specifically designed for brands.
Source – AFAQS
