MEGA has partnered with Anixe Net to introduce Pause Ads to the Greek market, specifically on the MEGA Play hybrid platform. Pause Ads are unique in that they are displayed when a user chooses to pause on-demand content, rather than interrupting the viewing experience, making them a less intrusive advertising format. This innovation marks a significant shift in how advertisements can be presented during video consumption, focusing on user engagement and retention.

Pause Ads consist of static or slightly animated advertisements that appear on the television screen during the 'pause' state. They are designed to capture 100% user attention since they only display when the viewer is actively engaging with the screen. Research has shown that these ads yield higher recall rates compared to traditional advertising formats. Such engagement metrics make Pause Ads particularly suitable for large screens, such as Smart TVs, where aesthetic presentation can enhance user experience.

The introduction of Pause Ads is expected to redefine advertising strategies in Greece, offering a more user-friendly and engaging ad format that prioritizes viewer satisfaction. By avoiding interruptions to the viewing experience, MEGA and Anixe Net are positioning these ads as a forward-thinking solution that aligns with contemporary viewer preferences and enhances brand visibility in a crowded advertising landscape.