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Enhanced Ad Timing Strategies (June 2025): Efficiently Scheduled Ad Placements

Insights into the newest advertising products, revealing their intriguing features

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Insightful rundown of the recently introduced advertisement offerings, highlighting their...
Insightful rundown of the recently introduced advertisement offerings, highlighting their intriguing aspects

Enhanced Ad Timing Strategies (June 2025): Efficiently Scheduled Ad Placements

In the realm of advertising innovation this month, we delve into the dynamic world of optimized timing. Entertaining new ad formats like pause buttons, split screens, and second-screen triggers are crafted to capture viewers' attention during those critical micro-moments, whether scrolling or between scenes. These cutting-edge entries are reshaping platforms' strategies to grab hold of the coveted in-between.

Fubo fires up programmatic pause-screen ads

On May 30, Fubo brought pause-screen ads to the programmatic market, powered by Magnite's ClearLine. These soundless, static elements pop up moments after a user pauses, vanishing once they resume viewing. Fubo's new format boasts a 33% higher brand engagement rate compared to standard video. These pause moments become a valuable asset for planners, joining the programmatic stack with scale, targeting, and measurement at the ready.

YouTube's livestreams go split-screen

YouTube's testing side-by-side ads for livestreams, showcasing video creativity that runs in a split view without interrupting the stream. Currently in beta, this format was sneakily released at the end of May. Live streaming generally poses a dilemma: either interrupt or wait for the content to end. This innovation offers a solution, providing real-time attention without causing mid-roll drop-offs.

Netflix dazzles with contextually-aware creative

Netflix has completed the rollout of its Ads Suite across all 12 ad-supported markets, with EMEA joining the scheme this month. Now, it's adding the finishing touch: a modular, AI-powered creative framework that allows brands to adapt mid-rolls and pause screens to reflect the aesthetic of the show itself. Consider Stranger Things overlays or Bridgerton title cards with CTAs and second-screen prompts – coming later this year, globally by 2026.

Google shakes up search with ads becoming the storefront

At Marketing Live 2025 on May 21, Google announced a wave of AI-powered updates to its ads. Advertisements are increasingly becoming a dynamic layout, with the ad potentially being the only clickable object. With looser ROAS targets for search campaigns and testing ads within Google's AI Mode chatbot, the hunt for those elusive micro-moments is becoming more than a game.

Meta promises fully automated ads by 2026

Meta Platforms aims to transform into a fully automated advertiser by 2026, incorporating creative generation into the AI that already handles targeting, placement, and optimization. This could pave the way for minimal manual inputs, no traditional setup, and no levers left to pull. Advertisers will be able to set a goal and let an AI-driven engine produce a campaign.

Twitch turbocharges creator sponsorships with programmatic muscle

Amazon Ads has introduced Twitch Creator Sponsorships, making it easier for brands to collaborate with streamers using a programmatic matchmaking tool. Ad formats range from branded overlays, host-read integrations, limited-time offers, and interactive live chat prompts. This tool opens up opportunities for native influence at programmatic speeds, with 42% of Twitch viewers having bought tech products that were promoted on-stream.

Featured image: Chris Zhang / Unsplash

Enrichment Data:

Overall:

The latest developments in programmatic advertising highlight a surge in the use of advanced technologies and new ad formats. While the search results do not specifically mention pause-screen ads, split-screen ads, or second-screen triggers, they do discuss emerging trends and formats that are gaining traction:

  • AI and Machine Learning: These technologies are driving growth by enhancing ad targeting and efficacy across platforms[1][2]. They enable real-time optimization of ad placements, improving target precision and campaign outcomes.
  • Video and Mobile Formats: Video ads, particularly through OTT and CTV, are expected to dominate future digital spending, with mobile formats also playing a significant role[1][2].
  • Connected TV (CTV): The growth of CTV is a notable trend, offering new opportunities for advertisers[2].
  • Emerging Formats: Besides video and mobile, new formats like DOOH (Digital Out-of-Home) and audio advertising are creating opportunities in the industry[4].

New Ad Formats and Technologies

While pause-screen, split-screen, and second-screen triggers are not specifically mentioned, the industry is moving towards more interactive and immersive ad formats. For example, advancements in AI and machine learning are allowing for more sophisticated ad targeting and personalization, which could potentially be applied to innovative screen-based ad formats.

Future Directions

The future of programmatic advertising involves a greater reliance on AI, machine learning, and first-party data solutions. This shift towards data-driven strategies will likely lead to the development of more sophisticated and engaging ad formats, even if they are not yet widely discussed in the context of pause-screen, split-screen, or second-screen ads.

  1. Fubo's new pause-screen ads, a programmatic marketing innovation, are leveraging technology to boost brand engagement by 33%, positioning itself as a key player in the evolving landscape of interactive video ads.
  2. YouTube's experimentation with split-screen ads for livestreams displays the media industry's growing emphasis on technology-driven solutions, offering a non-interruptive advertising experience that capitalizes on real-time attention in a programmatic setting.

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