Seven.One Media, the sales house of German media company ProSiebenSat.1, has introduced a new advertising format on streaming service Joyn, enabling brands to display full-screen ads when viewers pause video-on-demand (VOD) content.
The new “pause ad” appears four seconds after a user pauses VOD content on Joyn. The static full-screen ad remains visible until playback resumes, with no additional ad overlays during the pause period. According to Seven.One Media, the format is designed to create exclusive brand visibility during moments of high viewer attention without interrupting content consumption.´
CosmosDirekt is the first advertiser using the format. The insurance company is rolling out the ad product as part of its “Immer schön direkt” campaign, which runs from 18 May to 5 June 2026 and promotes several insurance products.
“With ‘pause ad’, we are expanding our connected TV advertising portfolio on Joyn with another high-attention format that makes brands visible across our portfolio of premium content in a natural and user-friendly way,” said Markus Messerer, Managing Director and Chief Operating Officer at Seven.One Media. “We are pleased that CosmosDirekt is supporting the launch as first mover, underlining the growing importance of streaming advertising in the media mix of major brands.”
Frank Färber, Chief Sales and Marketing Officer and Board Member at CosmosDirekt, said the insurer aims to strengthen its brand digitally and expand reach among younger audiences: “With Seven.One Media, we have a strong partner that gives us access to a premium streaming environment with broad digital reach through Joyn. As an innovative digital building block, ‘pause ad’ complements our media mix for the current campaign perfectly.”
At launch, the format is available with socio-demographic targeting. Additional options, including geographic and connected TV targeting, are planned. The campaign is being executed in cooperation with media agency dentsu X, part of Dentsu.
