Service
ITVX and Pause Ads
The Power of VOD Advertising
The audience for ITVX has grown rapidly since it’s launch in December 2022, with over 40 million registered users and 3+ billion streams in 2025.
ITVX is a readily available streaming service packed with over 22,000 hours of content. The viewer can choose to catch up on their favourite programmes or enjoy brand new content not yet seen elsewhere, all for free.
ITVX can be accessed by anyone using a smart TV, laptop, phone, tablet or streaming device which has the ITVX app downloaded.
Advertising campaigns can be bought by drivetime or postcode sectors, so you can buy a specific area to suit. You can also refine audiences by using targeting options such as demographics, interests, and viewing behaviour, therefore reducing spend on audiences unlikely to convert, improving overall efficiency. Ads still appear within premium, TV-quality content, maintaining the trust and impact of traditional broadcast.
Appeal to your audience with a choice of high quality video or static ads:
- VIDEO COMMERCIAL (TVC) – plays during an ad break, is usually 10, 20 or 30 seconds in duration
- PAUSE AD – a static image that appears on screen when a programme is paused by the viewer (read on for more information about pause ads)
Campaigns that deliver quality metrics:
What is a Pause Ad?
Pause Ads offer a prime opportunity to present a targeted display message to viewers when they pause their content for a short break on the big screen.
You can use the format to connect directly with ITVX viewers using fun and creative messaging at they key moment of pause. This message will remain on screen until the user resumes the content or hides the ad.
The Ad Pause format does not overlay the pre roll, instead comes into effect when a user pauses the ITVX content.
It is a high impact, creative solution. Each time a user pauses the content they are watching the static ad will display.
Available across Connected TV devices.
What are the benefits of using a Pause Ad?
- Premium, high-impact static image format
- Average pause time is 3.9 minutes giving a meaningful amount of time with your target audience
- 60% of pause ads stay on screen for over 60 seconds
- Full-screen visibility in a trusted, brand-safe environment
- Audience targeting to reach the right people
- No video production costs, making it a simple, lower-cost entry into TV
- Add QR codes and strong CTAs (call to actions) to drive immediate action
It’s uncluttered and surprisingly achievable, even for smaller brands or those new to TV. If you’ve been curious about TV advertising but assumed it was out of reach, it might be time to rethink that.
We’re always happy to have an informal chat about whether Pause Ads could work for your business.