ITV has introduced dynamic pause ads on its ITVX streaming service. The ads deliver tailor‑made promotions when viewers stop content on connected TVs.

The format is being launched in partnership with British Airways, which is using the innovation to showcase its end of summer sale campaign. Travellers pausing ITVX programmes will see customised offers featuring live pricing and tailored travel packages, designed to encourage bookings. The initiative has been developed through a partnership with MG OMD.

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Pause ads were first introduced on ITVX in early 2024 in a static billboard‑style format, available to book through Planet V. Dynamic pause ads pull in real‑time information to create more personalised, data-driven campaigns.

Calum Laming, British Airways chief customer officer, said “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.”

Lauren Ashford, business director at MGOMD said, “This activation marks a significant step forward in how we use first-party data to deliver dynamic, destination-specific pricing in a premium BVOD environment. 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 at MG are evolving AV into a smarter, more personalised space.”