Disney+ Hotstar launches "pause ads" for Connected TV in India, offering a non-intrusive advertising format.
Disney+ Hotstar launches "pause ads" for Connected TV (CTV) in India, becoming the first platform to offer this non-intrusive advertising format. The ads appear during user-initiated pauses, with 90% lasting less than 10 seconds. Early adopters include Marico, Mondelez, and ITC. The platform also provides a range of CTV ad formats to enhance brand equity and maximize engagement with CTV audiences.
June 17, 2024
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