#United States #New York #TripleLift #Pausable Ads #Shoppable CTV

TripleLift's Latest Innovations in Connected TV Advertising

On October 7, 2025, TripleLift, a key player in the digital advertising industry, unveiled their latest research report titled, "Taking a Pause." This comprehensive study delves into the transformative role of creative technology in connected television (CTV) advertising, illustrating how this innovation is not just capturing audience attention but also enhancing brand performance and driving sales effectively.

The Shift in Viewer Preferences

The report presents critical insights into viewer behavior, signaling a shift away from traditional disruptive ad models. Today's audiences are seeking more engaging formats that offer interactivity and convenience. Notably, Pause Ads and Shoppable CTV experiences have emerged as frontrunners, providing meaningful interactions between advertisers and viewers.

According to the findings, an impressive 67% of respondents could differentiate these innovative advertising formats from standard CTV ads. Further, 77% found them to be informative, with 66% expressing that they were entertaining. This data underscores a fundamental truth: audiences are responsive to ads that resonate with their viewing habits.

The Impact of Pause Ads

Particularly noteworthy is the performance of Pause Ads, which achieved a remarkable 92% aided brand recall rate. This form of advertisement not only prompts viewers to engage but also bolsters positive brand perception among more than half of those exposed to the content.

The dynamics of streaming consumption also reveal that viewers often pause their programming for over three minutes, creating a substantial window for advertisers that amounts to exposure twelve times longer than a traditional 15-second ad spot. Ed Dinichert, TripleLift's Chief Revenue Officer, highlighted the transition of CTV as merely a channel of reach to a dynamic canvas for creative storytelling that delivers tangible results.

The Rise of Shoppable CTV

Moreover, the report emphasizes the growing demand for Shoppable CTV formats. With 58% of viewers favoring larger shoppable ad windows, it's clear consumers prefer interactive experiences without disrupting the flow of content. Essential features like transparent pricing and item details such as ratings and QR codes increased purchase intent significantly.

TripleLift's strategic partnerships with retail giants such as Amazon and Walmart empower advertisers to link inspiration directly with transactions, enhancing both consumer and publisher experiences while unlocking new revenue streams.

Future Trends and AI Integration

The study also explores the burgeoning influence of artificial intelligence in creative development. Currently, 50% of marketers are employing AI for generating ad copy, while over a third utilize it for creating visual content. Despite this technological adoption, a significant 91% of marketers assert that human intuition remains critical in crafting effective advertisements, exemplifying the need for a balanced integration of technology and creativity.

As the leading Creative Supply-Side Platform (SSP), TripleLift is uniquely positioned to address these trends. The company combines cutting-edge AI with innovative ad formats and premium inventory, ultimately ensuring advertisers achieve improved outcomes while delivering engaging experiences to consumers.

Conclusion

In conclusion, the "Taking a Pause" report signifies a critical evolution in the intersecting worlds of advertising and connected television. As brands tailor their messaging to align with viewer preferences and leverage advancements in technology, the potential for deeper audience engagement and impactful marketing outcomes is boundless.

The full report can be downloaded from TripleLift’s website to explore further insights into how creative technology is setting a new standard for CTV advertising.

About TripleLift

TripleLift is a prominent Creative SSP that is revolutionizing ad placements across various platforms, including desktop, CTV, and retail media. Their integrated platform proficiently unifies cutting-edge creative technology, premium supply, and data into a streamlined programmatic solution aimed at enhancing advertiser performance and enriching user experiences across the digital ecosystem. Part of the Vista Equity Partners portfolio, TripleLift maintains a commitment to diversity and community engagement, ensuring its operations are both socially conscious and impactful.