BA is first brand to fly with real-time ITVX 'pause ads'

Brand owners can now target consumers with highly-personalised real-time ads when they pause TV shows on ITV’s streaming service, with British Airways the first to trial the new format as part of its “End of Summer Sale” campaign.

The Dynamic Pause Ads activation, which is claimed to be a UK first, is an expansion of the original format, launched on ITVX in early 2024, which allows advertisers to deliver a billboard or print-style static ad on screen and are bookable via Planet V.

Since launch, ITV claims the format has proved popular with both established advertisers and new-to-TV brands, particularly those who may not have created a TV ad but have static advertising. Now advertisers will be able to use first-party data to boost advertising targeting.

BA is using this format to offer customers limited-time, special offers when booking their next break. Using real-time information, viewers will see a bespoke version of a pause ad featuring live pricing and tailored travel packages from BA.

ITV trading controller Jeremy Long insisted the original version of “Pause Ads” has been a real game changer.

He explained: “This is the next iteration in making them an even better concept for both advertisers and viewers. Working with BA, we’re able to get exact live deal pricing and information in front of potential customers, making the ads as up to date, informative and relevant as possible. We’re excited to work with more brands across a variety of sectors to grow this even further.”

The partnership has been brokered through MGOMD, whose business director Lauren Ashford insists the activation “marks a significant step forward in how we use first-party data to deliver dynamic, destination-specific pricing in a premium BVOD environment”.

She added: “By harnessing natural pause moments and combining them with live pricing, we’ve created a high-impact format that captures attention. It’s a brilliant example of how the AV and data specialists are evolving AV into a smarter, more personalised space.”

BA chief customer officer Calum Laming concluded : “We’re always looking for smarter ways to connect with our customers and this new format allows us to do just that. It’s a great example of how we are continuing our transformation programme, using digital innovation to create more personalised, relevant experiences, meeting our customers where they are.

“We want customers to enjoy a seamless end-to-end British Original experience and that starts with their very first interaction with us. This new format is all about supporting them from the moment they start planning their next adventure, offering inspiration and great value fares.”