TripleLift Data Shows Non-Standard CTV Formats Outperform TV Spots

TripleLift’s latest analysis highlights a shift in streaming strategy, where brands like a global brewing company and a major US steakhouse chain are moving beyond standard pre-roll spots. By utilizing Pause Ads—delivered during content breaks—and converting social media assets for the big screen, these companies have effectively turned passive viewership into active brand interaction. Eye-tracking research underscores this transition, revealing that 100% of viewers notice pause ads, maintaining focus for an average of 24 seconds.

The real-world impact is measurable across the entire funnel. For instance, a premium frozen food brand achieved 116% return on ad spend (ROAS) and 100% new customer acquisition by deploying Product Spotlight units. Similarly, a steakhouse chain leveraged repurposed social video to drive a 6.3% lift in brand favorability, a result TripleLift reports as 26 times higher than standard industry benchmarks. According to Rob Deichert, COO at TripleLift, these results indicate that creative assets specifically designed for the streaming environment deliver outcomes that are fundamentally transformative for business growth.