Fubo’s foray into pause ads is delivering standout results, according to a recent study, with early data pointing to a major leap in viewer engagement—without disrupting the viewing experience – always a good thing.
The study was conducted in collaboration with measurement firm EDO and assessed how pause ads perform compared to traditional video ads. The case study centered around a major CPG (Consumer Packaged Goods) brand found that viewers exposed to the brand’s pause ads on Fubo were 33% more likely to engage than those who saw only standard video spots.
When measured against similar video ads running on other streaming platforms and linear TV, engagement soared—up 129% for pause ad viewers.
What gives pause ads this kind of lift? Timing and relevance.
These ad units appear only when viewers pause—precisely when they’re already disengaged from the content. That’s a crucial distinction.
Instead of interrupting scenes or competing with dialogue, pause ads appear in natural breaks, filling otherwise idle screen time. This makes them fundamentally different from other formats that compromise the viewing area or distract from the action.
Fubo has gone a step further by enhancing pause ads with QR codes, offering a path to deeper engagement. When pause ads were paired with standard video ads in the same campaign, the brand saw an 86% higher engagement rate than running video ads alone across other platforms.
As more streaming platforms search for non-intrusive ways to monetize their audience, pause ads stand out not just for their design but for how well they align with evolving viewer expectations. In a media environment where audiences are increasingly turned off by interruptive ad formats, pause ads feel like a smart evolution—subtle, timely, and effective.
“In alignment with Fubo’s overall focus on innovation, we launched a suite of interactive ad formats, including pause ads, on our platform to drive audience ad engagement beyond standard video spots,” said Dina Roman, senior vice president of global ad sales and operations at Fubo. “It’s no surprise that in partnering with EDO, we learned that brand campaigns garnered significantly more engagement when they incorporated our new pause ads.”
Fubo’s pause ad results don’t just validate the format—they highlight the broader shift happening across streaming. Advertisers are no longer just looking for impressions. They’re looking for impact—and pause ads may just be the blueprint.
Look, we’re always aware that case studies like these can lean self-fulfilling—especially when the platform and measurement partner are aligned. But around here, we’ve long been bullish on pause ads. They hit the rare trifecta: user-friendly, brand-effective, and genuinely innovative.
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