Omnicom, Amazon measure pause ad power

According to the researchers, the pause creates a natural opportunity for viewers to refocus on the screen before returning to their content.

Omnicom Media and Amazon Ads have published research showing that pause advertisements on streaming platforms can attract greater visual attention than conventional video ads and improve brand metrics.

The study, The Power of the Pause, found that pause ads achieved a 92 percent visual attention rate, compared with 87 percent for 30-second video ads and 76 percent for 15-second spots.

The research, conducted by Omnicom Media Partner Intelligence and Amazon Ads, examines how viewer-initiated pauses create opportunities for advertisers to reach audiences without interrupting the content they are watching. The findings support the use of Prime Video Pause Ads as part of broader streaming advertising strategies.

Pause ads capture attention during streaming breaks

The study found that pause ads attracted an average of 9.9 seconds of attention, 38 percent more than 15-second video advertisements. Among viewers watching alone, 98 percent looked at the pause ad when resuming their content.

The format also delivered results among viewers who gave advertisements five seconds or less of attention, outperforming video-only conditions on brand connection metrics.

Kara Manatt, EVP of Partner Intelligence, Omnicom Media: "This research gives marketers a data-backed framework for understanding the role pause ads can play within the broader streaming experience. What’s particularly interesting about the pause is that attention is built into the behavior itself. Viewers naturally return their focus to the screen as they prepare to resume content, giving brands an opportunity to show up in a moment of heightened attention without competing with the content audiences came to watch."

Combining pause ads with video strengthens brand connection

The research found that pause advertisements can complement conventional video campaigns across the consumer journey. When the two formats ran together, they generated an 11-point increase in brand connection, a statistically significant result that video-only conditions did not achieve.

Contextual relevance also influenced campaign performance. When advertisements aligned with the content viewers were watching, the combination generated a 29-point increase in search intent and a 20-point increase in purchase intent compared with video-only conditions. Perceptions of the advertiser as a premium brand also increased by 15 points.

Relevant creative improves viewer receptivity

The study found that viewers were more receptive to repeated exposure when pause advertisements were contextually relevant. Some 53 percent said they would not mind seeing contextual pause ads multiple times, compared with 39 percent for standard call-to-action executions.

Existing customers showed particularly strong engagement. They spent an average of 12.9 seconds viewing pause ads, 43 percent longer than other consumers, who averaged 9.0 seconds. The existing-customer group also recorded a 24-point increase in both brand favorability and search intent.

Amazon Ads: "Prime Video pause ads create an opportunity for brands to connect with audiences during moments of high, natural attention. This research with Omnicom Media quantifies what makes those moments so valuable and gives advertisers new insight into how pause ads can complement their broader streaming strategies."

Research measures attention and brand outcomes

The Power of the Pause study involved 183 Prime Video viewers aged 18 and older in a living-room setting. Participants selected their own content to watch on a television, with access to personal devices and snacks, to reflect a natural viewing environment.

Researchers tracked visual attention using computer vision technology at 30 frames per second, collecting more than 1.3 million data points across 574 measured advertising exposures. Post-exposure surveys assessed aided recall, brand connection, favorability, search intent and purchase intent across financial services, quick-service restaurants and consumer technology.

All statistically significant results were reported at a confidence level of at least 90 percent.

The findings suggest that pause advertising can contribute to streaming campaign performance beyond initial attention, particularly when brands combine relevant creative with conventional video advertising. For marketers, the format offers another way to engage viewers during moments they control while supporting brand connection and downstream consumer actions.

The full report can be accessed here

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