How much advertisement is too much advertisement? The OTT platforms are trying to find the limits, and the audience isn’t quite happy about it.
In terms of ads, JioCinema touched a new low as it is a constant issue for users. Even SonyLIV faces such allegations, but what Zee5 is doing right now might be a new level of annoyance.
Now, Zee5 is introducing Pause Ads.
What are Pause Ads?
A pause ad is a form of advertisement that pops up when a user pauses any content for some time. This isn’t new in terms of viewer experience. Disney+ Hotstar already introduced it a couple of months back on their CTV interface. On smaller screens, MX Player uses Pause Ads quite frequently.
What are the primary benefits of these ads?
Firstly, they don’t interrupt your watching experience, so technically, the human mind won’t resist them. Data shows that any user pauses content more than 4-5 times, and 90% of those pauses last less than 10 seconds. So, OTT platforms can use this as a premium advertisement space and charge higher rates from advertisers.
ZEE5 will also offer contextual advertising and content integration, allowing brands to appear within content at relevant points. It provides CTR-based and purchase-based solutions, attracting interest from large corporations and SMEs. A dedicated section for brand-integrated content features popular TV and OTT artists, tailored specifically for brands.