CTV has evolved, but the creative playbook hasn’t fully caught up. In this webinar, Celtra’s Sr. Director of Customer Success, Kelly Carmody, and Sr. Product Manager Špela Vene are joined by Bridget Beatty, Sr. Sales Director, Team Lead at Wunderkind, to unpack what’s really holding teams back from activating Pause Ads, what the data says about performance, and why this viewer-initiated format deserves a closer look.
Drawing on Wunderkind’s experience pioneering programmatic CTV Pause Ads and Celtra’s perspective on creative execution, they explore what makes a Pause Ad work, where teams get it wrong, and how to design creative specifically for the pause moment. The conversation also covers the evolving CTV ecosystem, emerging industry guidelines, and what the industry can do now to turn a simple pause into a purposeful brand experience.
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