Ulta Beats Benchmark Conversion Rate By 54% With WunderKIND CTV Pause Ads

Pause ads have been part of the CTV landscape for some time, and they’re generally well-received — after all, they appear only when viewers voluntarily pause their content. On the brand side, they’ve shown promising engagement, but until now, most campaigns required direct IOs and platform-specific customization.

That’s changing with WunderKIND CTV Pause Ads, a new programmatic format for CTV, developed in partnership with OpenGlass.TV. These high-impact, non-disruptive ads run during natural pauses in content, leveraging private marketplaces and precise, first-party data targeting. Early results suggest strong performance:

• WunderKIND Ads partnered with IPG Team Beauty, the dedicated cross-channel media solution for Ulta Beauty, to launch a first-to-market programmatic CTV Pause Ad campaign in Q4 2024. 
• The campaign leveraged Ulta Beauty’s first-party data to reach viewers across premium, brand-safe inventory, with QR-code creative to seamlessly bridge the gap between CTV engagement and real-world action. 
• This approach lowered the cost per store visit by 79% compared to other streaming TV units and partners, with a 54% above-benchmark conversion rate.
• The efforts recently won AdExchanger’s Programmatic Impact Award for "Trailblazing TV Campaign," highlighting the innovation and effectiveness of WunderKIND Ads.

Read more about WunderKIND’s Pause Ad solution here.