WunderKIND Ads, the advertising division of Wunderkind known for delivering user-first, non-disruptive ad experiences, has officially launched WunderKIND CTV Pause Ads, a pioneering solution that brings its innovative programmatic strategy to the Connected TV (CTV) space. This new offering, developed in collaboration with OpenGlass.TV, introduces seamless platform-wide delivery and optimization for brands looking to engage viewers on the largest screen in the home.
While Pause Ads have become a familiar format in CTV environments, they’ve typically been delivered through direct insertion orders (IOs). WunderKIND is redefining this model by introducing a Private Marketplace (PMP) approach-unlocking premium publisher inventory while enabling precise targeting through brand first-party data, custom audiences, and additional signals.
To showcase the power of this format, WunderKIND Ads partnered with IPG Team Beauty, the cross-channel media arm for Ulta Beauty, to roll out a first-to-market programmatic CTV Pause Ad campaign in Q4 2024. Using Ulta Beauty’s first-party data and eye-catching QR-code creative, the campaign successfully engaged viewers across brand-safe, premium inventory. This strategy drove outstanding results: a 79% lower cost per store visit compared to other streaming units and partners, and a 54% above-benchmark conversion rate.
This innovative execution earned industry recognition, winning AdExchanger’s Programmatic Impact Award for “Trailblazing TV Campaign.”
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“Capturing attention on the largest screen in the household is more important than ever to make a bold impression on consumers,” said Samantha Primack, Vice President, Addressable Strategy & Activation at IPG Team Beauty. “By pairing Wunderkind’s innovative creative offerings with audience-first programmatic buying, we delivered a first-to-market experience for both existing and new customers. This campaign proved that it’s not only possible to scale first-party data on CTV with impactful creative—it drives above-benchmark results.”
“We’re thrilled to be WunderKIND Ads’ exclusive supply path partner for this exciting new CTV Pause Ad product,” said Abbie Reichner, RVP, Customer Success, CTV at PubMatic. “By teaming up with Wunderkind, we’re making it easier than ever for brands to reach and measure their impact with the right viewers with creative, non-intrusive ads during their favorite streaming moments. Our partnership brings together Wunderkind’s smart audience targeting with PubMatic’s powerful end-to-end technology, helping advertisers connect with people in a way that feels natural and engaging. We believe this is a big step forward for CTV advertising, and we’re proud to help set a new standard for what’s possible on the biggest screen in the house.”
“WunderKIND CTV Ads is a game-changer in the CTV advertising landscape,” said Richard Jones, CRO at Wunderkind. “Our programmatic pause ad format provides a non-intrusive yet highly engaging way for brands to connect with their target audience on the biggest screen in the house, delivering exceptional results and maximizing return on ad spend.”