Summary
Zales redefined what’s possible on Connected TV by turning “pause moments” into powerful brand and performance opportunities. Partnering with Wunderkind Ads, Xumo, and Publicis Media, the jewelry brand launched a CTV pause ad campaign that delivered a 276% lift in QR code scans and even drove attributable sales—rare for an upper-funnel tactic. This case study highlights how user-first ad formats are reshaping CTV into a full-funnel channel that blends awareness with measurable action.
For years, Connected TV (CTV) has carried a paradox for marketers: massive reach and precise targeting, but limited ability to prove direct impact. It’s been viewed largely as an awareness channel, powerful at the top of the funnel, but often disconnected from measurable conversions.
That perception is starting to shift. Since our AdExchanger award win in May for Wunderkind’s first-to-market programmatic CTV Pause Ads offering, we’ve seen an undeniable push from the industry to adopt this format at scale. In fact, demand for our programmatic Pause Ads has been growing exponentially since we launched them a year ago, and our recent success with Zales shows exactly why.
One of the most overlooked moments in streaming is also one of the most powerful: the pause. Nearly 80% of viewers regularly pause their content—often multiple times a day—and more than half of those pauses last longer than a minute. That’s not wasted time. That’s white space for meaningful brand engagement.
And now, thanks to innovations in ad formats and programmatic accessibility, pause ads are proving they can do more than build awareness, they can drive real-world action.
Why Pause Ads Matter Now
The CTV ecosystem has reached a tipping point. In the U.S., household penetration already stands at 98%, and by 2026, 70% of individuals will be reachable through CTV. At the same time, ad spend is projected to hit $40.9 billion by 2027, bringing it close to parity with linear TV. As audiences devote more time to ad-supported streaming platforms, brands now have scalable access to premium video environments, without the limitations of traditional broadcast.
At the same time, consumers are rejecting intrusive ad experiences. They want control. They want relevance. And they want advertising that respects their viewing habits, not interrupts them. Pause ads sit at the intersection of these trends: non-intrusive, contextually natural, and, when executed thoughtfully, capable of turning passive moments into active brand engagement.
Case in Point: Zales’ Mother’s Day Campaign
Zales, the iconic jewelry retailer, faced a challenge familiar to many brands: how to amplify a new brand identity while also driving urgency around a seasonal sales window. Historically, Zales had treated CTV primarily as a brand-awareness play. But in partnership with Wunderkind Ads, Xumo, and Connect at Publicis Media, Zales decided to test something different: leveraging pause ads to create a dual-purpose campaign.
The execution was simple yet powerful:
– Custom-built creative designed for two moments—one highlighting Zales’ refreshed brand identity, and another promoting Mother’s Day offers.
– A three-pronged targeting strategy, combining audience data (jewelry and holiday shoppers), contextual placement, and run-of-network scale.
– Pause Ad inventory on Xumo Play, ensuring ads appeared only when viewers chose to take a break, not while they were immersed in storytelling.
The results were striking:
– A 276% increase in QR code scans versus prior, larger-budget CTV campaigns.
– Directly attributable sales—a rare outcome for an upper-funnel tactic, proving that awareness and performance don’t have to live in separate silos.
“Wunderkind Ads for CTV exceeded our expectations by driving more QR code scans vs. prior CTV campaigns, and even drove some directly attributable sales—an unexpected win for an upper-funnel tactic.” – Yasmari Garay, Sr. Director of Digital Marketing, Zales
The Bigger Picture: A Shift in How We Measure CTV
The Zales campaign underscores a bigger truth: CTV can no longer be boxed into awareness-only metrics. With formats like pause ads, advertisers can:
– Engage without intrusion – capturing attention at natural breaks rather than interrupting storytelling.
– Measure impact beyond impressions – with QR codes, attention metrics, and brand lift studies now embedded into CTV strategies.
– Bridge the funnel – delivering campaigns that build awareness and prove direct action.
“This campaign demonstrates the measurable impact that innovative ad formats can have on the connected TV experience… capturing viewer attention but also driving tangible results.” – Joseph Lerner, Head of Programmatic and Revenue Partnerships, Xumo
This is more than a tactical win—it’s a signal that CTV is evolving into a full-funnel channel, capable of driving measurable business outcomes while honoring the consumer experience.
Why This Matters for Advertisers
If you’re an advertiser investing in CTV, the Zales campaign offers a clear glimpse into the road ahead. Pause moments are premium moments—viewers are actively engaged with the platform rather than passively multitasking, making pause ads uniquely powerful for driving action. Simplicity also matters, and Wunderkind’s technology streamlines the fragmented specs across platforms, enabling scale with a single creative line item. Most importantly, performance and brand-building can now coexist, with innovative formats delivering both reach and measurable revenue attribution.
“By transforming pause moments into meaningful engagements, we’ve not only boosted brand awareness but demonstrably driven sales, proving that impactful, non-intrusive experiences are the future of CTV.” – Adam Gendelman, Head of Sales and Operations for WunderKIND Ads
The Future of CTV Is User-First
The evolution of CTV advertising mirrors the broader shifts in digital marketing: user-first, privacy-conscious, and performance-driven. From Zales’ breakthrough in turning pause moments into measurable sales to our award-winning CTV campaign with Ulta Beauty, the momentum is clear, advertising that respects attention can also deliver performance.
As pause ads and other innovative formats scale across platforms, advertisers who embrace this shift will move beyond simply buying impressions to unlocking entirely new pathways to growth. The pause button may be small, but its impact on the future of CTV advertising is anything but.