Zales programmatic pause ads drive 276% QR code boost in CTV campaign

WunderKIND Ads announced on September 25, 2025, remarkable results from its Connected TV campaign with jewelry retailer Zales. The programmatic pause advertising initiative generated a 276% increase in QR code scans compared to previous larger-budgeted campaigns. This marked achievement demonstrates how pause advertising on streaming platforms transforms upper-funnel awareness tactics into direct conversion drivers.

The collaboration between WunderKIND Ads, Zales, media agency Connect at Publicis Media, and streaming platform Xumo Play represents a significant milestone for Connected TV advertising. According to Yasmari Garay, Senior Director of Digital Marketing at Signet/Zales, the campaign "exceeded our expectations by driving more QR code scans vs. prior CTV campaigns, and even drove some directly attributable sales."

Technical implementation drives unprecedented results

The campaign utilized WunderKIND Ads' first-to-market pause ad technology on Xumo Play, Comcast and Charter Communications' joint streaming venture. Developed through a partnership with OpenGlass.TV, the implementation ensures seamless delivery and optimization across Connected TV platforms. The technology activates when viewers pause content, displaying QR code-enabled advertisements that disappear upon playback resumption.

Custom-built creative executions formed the campaign's foundation. One version promoted Mother's Day sales opportunities while another showcased Zales' new brand identity. A three-pronged targeting approach combined audience data focusing on jewelry and Mother's Day shoppers, contextual targeting parameters, and run-of-network distribution to balance precision with scale.

The strategic approach challenged traditional perceptions about Connected TV's role in marketing funnels. Zales historically viewed CTV as exclusively for building top-of-funnel awareness rather than driving direct conversions. The pause advertising format bridged this gap by creating engagement opportunities during natural viewing interruptions without disrupting content consumption.

Programmatic differentiation in pause advertising landscape

WunderKIND Ads' implementation distinguishes itself from standard pause advertising through programmatic capabilities. According to industry analysis covered by PPC Land, traditional pause advertisements rely on direct insertion orders while WunderKIND utilizes Private Marketplaces for premium publisher inventory access.

This programmatic approach enables addressable targeting based on brand first-party data, custom audiences, and additional targeting parameters. The methodology provides sophisticated audience segmentation capabilities unavailable through direct buying methods. Enhanced measurement and optimization features support real-time campaign adjustments based on performance indicators.

The technology builds upon WunderKIND's award-winning collaboration with IPG Team Beauty and Ulta Beauty throughout Q4 2024. That campaign served as the testing ground for pause ad technology, demonstrating scalability of first-party data on Connected TV combined with impactful creative execution driving above-benchmark results.

Industry context supports pause advertising adoption

Connected TV pause advertising experiences rapid expansion across streaming platforms. YouTube expanded pause ads to wide availability in September 2024, while Fubo introduced pause ads alongside interactive formats in May 2024. Magnite announced pause advertising capabilities across DIRECTV and Fubo in August 2025, demonstrating growing adoption among streaming technology providers.

The format addresses advertiser demand for attention-commanding moments within premium viewing environments. As streaming consumption accelerates, technology providers develop solutions balancing viewer experience with monetization opportunities. Pause advertisements provide contextual engagement during natural viewing breaks without disrupting content experiences.

Connected TV advertising investment continues expanding rapidly. According to industry projections tracked by PPC Land, 72% of marketers plan to increase programmatic advertising investment in 2025. CTV's media budget share is projected to double from 14% in 2023 to 28% in 2025, reflecting marketer recognition of superior performance metrics compared to traditional linear television.

Strategic partnerships enable seamless execution

The Zales campaign demonstrates the importance of strategic partnerships in Connected TV advertising execution. Xumo Play provided the streaming infrastructure supporting pause advertising delivery across connected devices. Joseph Lerner, Head of Programmatic and Revenue Partnerships at Xumo, emphasized the collaboration's effectiveness: "Our mission at Xumo is to provide advertisers with effective, brand-safe solutions that not only capture viewer attention but also drive tangible results."

Connect at Publicis Media contributed media strategy and planning expertise. The agency specializes in purpose-built teams designed for ambitious brands demanding category expertise and startup speed. Their bespoke approach integrates audience data, emerging media opportunities, and leading-edge technology with specialist knowledge.

OpenGlass.TV partnership enabled the technical foundation for pause advertising delivery. The collaboration ensures seamless implementation across Connected TV platforms while maintaining optimization capabilities. This technical infrastructure supports WunderKIND's expansion beyond traditional display advertising solutions into streaming television environments.

Measurement capabilities drive campaign optimization

The campaign's success demonstrates advanced measurement capabilities within Connected TV advertising. Direct attribution of sales to QR code scans provides clear performance indicators typically unavailable for upper-funnel awareness campaigns. This measurability enables precise return on investment calculations and strategic budget allocation decisions.

QR code integration bridges the gap between large-screen viewing and mobile engagement. Viewers can seamlessly transition from passive content consumption to active brand interaction using their mobile devices. The technology tracks engagement through the complete conversion funnel, from initial QR code scan to final purchase completion.

Enhanced reporting capabilities support ongoing campaign optimization. Real-time performance data enables strategic adjustments to targeting parameters, creative elements, and budget allocation. The programmatic infrastructure facilitates automated optimization based on predetermined performance thresholds and strategic objectives.

Future implications for Connected TV advertising

The Zales campaign results indicate significant opportunities for pause advertising within the Connected TV ecosystem. Adam Gendelman, Head of Sales and Operations for WunderKIND Ads, positioned the achievement within broader industry trends: "By transforming pause moments into meaningful engagements, we've not only boosted brand awareness but demonstrably driven sales, proving that impactful, non-intrusive experiences are the future of CTV."

The success validates strategic approaches combining innovative ad formats with sophisticated targeting capabilities. Pause advertising provides opportunities for viewer engagement without content interruption, addressing concerns about advertising intrusiveness while maintaining monetization effectiveness.

The campaign demonstrates potential for traditional awareness-focused tactics to drive direct conversions within Connected TV environments. This capability expands strategic options for marketers seeking comprehensive funnel optimization across streaming platforms. Enhanced measurement and attribution capabilities support more precise campaign evaluation and optimization strategies.

Industry adoption of pause advertising accelerates as platforms recognize viewer acceptance and advertiser effectiveness. The format's non-intrusive nature aligns with growing emphasis on user-first advertising experiences while delivering measurable business results. This balance supports sustainable growth within the Connected TV advertising ecosystem.

Timeline

• Q4 2024 - WunderKIND and IPG Team Beauty launched first-to-market programmatic CTV pause ad campaign for Ulta Beauty
• February 2025 - 72% of marketers plan to increase programmatic advertising investment, with CTV budget share projected to double
• May 1, 2025 - Google implements new requirements for CTV and DOOH inventory
• June 2025 - Nielsen launches CTV tracking within Ad Intel platform for comprehensive streaming measurement
• July 16, 2025 - WunderKIND Ads announces launch of programmatic CTV pause ads with OpenGlass.TV partnership
• July 31, 2025 - Kargo launches CTV Video and CTV Glass formats across TiVo-powered devices
• August 5, 2025 - IAB Tech Lab workshop identifies six technical barriers preventing CTV advertising from reaching full programmatic potential
• August 26, 2025 - Magnite announces expansion of advertising solutions with Pause Ads across DIRECTV, DISH Media, and Fubo
• September 25, 2025 - WunderKIND Ads unveils Zales campaign results showing 276% increase in QR code scans

Summary

Who: WunderKIND Ads, Zales jewelry retailer, media agency Connect at Publicis Media, and streaming platform Xumo Play collaborated on the campaign.

What: A programmatic Connected TV pause advertising campaign that generated a 276% increase in QR code scans and directly attributable revenue for Zales.

When: The campaign results were announced on September 25, 2025, following the Mother's Day promotional period.

Where: The campaign ran on Xumo Play, the streaming platform joint venture between Comcast and Charter Communications, utilizing WunderKIND's pause ad technology.

Why: Zales sought to amplify a new brand message and promote timely Mother's Day offers while exploring new avenues within the CTV space beyond traditional top-of-funnel awareness building.