🏢 公司NewsroomOMCDoubao · 实盘不做把握 8/10不做原因:标的无直接敞口
北京时间·🕒 发布 01:58:54(美东 10-15 13:58)·⟳ 抓取 01:58:56回填·⚡ 决策 10-16 01:59:45 +51s·11.9 天前
Omnicom 与 Amazon Ads 发布暂停广告效果研究，称暂停广告视觉注意力达92%
这是一篇品牌/产品效果营销稿（commissioned research PR），不含任何新订单、客户、金额、guidance 或商业阶段迁移；样本仅183人，目的是为既有 Prime Video Pause Ads 产品做广告效果背书。对 Omnicom 和 Amazon 均无短期盈利、现金流或证券供需影响，不构成可交易催化，亦无合理二阶映射标的。
📄 原文OMC↗ 原文
Omnicom Media Partner Intelligence and Amazon Ads Reveal the Power of Pause Ads
New research finds pause ads capture 92% visual attention and drive strong brand connection, favorability and purchase…
不做 Omnicom Group（OMC.US）
自有品牌/研究宣传稿，无订单、金额、指引或新客户，对公司无可量化业绩增量，非交易催化。
不做 Amazon.com（AMZN.US）
仅为 Amazon Ads 既有广告格式做小样本效果背书，相对 Amazon 体量无 materiality，无新增商业事实。
展开详情(成交明细 / 研究档案 / 原文全文 / 决策记录链)
研究档案
结论摘要
Omnicom 与 Amazon Ads 联合发布暂停广告效果研究，属自有品牌宣传而非商业或财务事件，无金额、无订单、无指引，对两家巨型公司无可量化影响，故不做。
🔎 新鲜度:最早出现 2026-10-14 · 扩散 low · price-in 风险 low ↗
主要风险
- 公司 Newsroom 自带正面叙事偏差，注意力指标来自委托方资助的183人小样本实验，不代表实际广告支出或收入增长。
先例如何影响了这次决策
对本次决策的影响:未改变结论；缺乏经济增量本身即足以 AVOID，补搜营销稿类价格先例不会改变做/不做。
方向:不适用：内容/研究类品牌宣传稿无可对照的价格催化先例，且无交易标的需要校准幅度。
涨幅量级:不存在可量化的事件增量，无需用先例校准 tp/sl。
形态:不适用
工具执行结果 · 成功 1 · 降级 0 · 失败 0 · 取消 0
- search_processed_events 成功 stock_tools HTTP · 10 ms
{"result": "search_processed_events:agent query=`omnicom amazon ads power of the pause pause ads research | omnicom media partner intelligence prime video pause ads 92% visual attention study`；结构化索引覆盖完整 72 小时；旧记录兼容扫描近 0.0/72 小时、0 条本臂决策(完整)，返回 0 条候选。未命中只表示这些 agent query 表达式没有召回候选，不能据此证明消息首发或不是重复；按当前事
原文全文
展开原文 · 5,163 字
Omnicom Media Partner Intelligence and Amazon Ads Reveal the Power of Pause Ads
New research finds pause ads capture 92% visual attention and drive strong brand connection, favorability and purchase intent
New York, NY — October 14, 2026 —
As streaming gives viewers greater control over how and when they consume content, new commissioned research from Omnicom Media Partner Intelligence and Amazon Ads finds that pause moments can create a valuable opportunity for brands to capture attention and drive measurable business outcomes.
The new Partner Intelligence study,
The Power of the Pause
, examines the anatomy of the pause and finds that attention is inherently embedded in the behavior itself. When viewers pause their content, they naturally return their focus to the screen as they prepare to resume viewing, creating an opportunity for brands to connect without interrupting the viewing experience.
The study found that pause ads captured a 92% visual attention rate, outperforming :30‑second video ads at 87% and :15‑second video ads at 76%. The format also generated statistically significant lifts across brand connection, favorability, search intent and purchase intent.
The findings reinforce the strategic thinking behind Omnicom Media and Amazon Ads’ first‑to‑market Prime Video Pause Ads innovation, showing that viewer‑initiated pause moments create an opportunity for brands to deliver relevant messaging within a moment consumers control themselves.
“This research gives marketers a data‑backed framework for understanding the role pause ads can play within the broader streaming experience,” said Kara Manatt, EVP, Partner Intelligence, Omnicom Media. “What’s particularly interesting about the pause is that attention is built into the behavior itself. Viewers naturally return their focus to the screen as they prepare to resume content, giving brands an opportunity to show up in a moment of heightened attention without competing with the content audiences came to watch.”
Attention is built into the pause
Pause ads captured 9.9 seconds of attention, 38% more than :15‑second video ads, while 98% of solo viewers looked at the pause ad when resuming their content.
Even brief exposure can have an impact. Among viewers who gave pause ads five seconds or less of attention, the format still outperformed video‑only conditions on brand connection metrics.
Pause and video work together across the funnel
The research shows that pause ads can complement traditional video advertising across the consumer journey. When pause ads were paired with video, the combination produced a statistically significant 11‑point increase in brand connection, an outcome that video‑only conditions did not achieve.
Contextual relevance further amplified the impact. When pause ad creative aligned with the content viewers were watching, the format generated a 29‑point increase in search intent and 20‑point increase in purchase intent, while also driving a 15‑point increase in perceptions of the advertiser as a “premium brand” compared with video‑only conditions.
Relevance also increased receptivity to repeated exposure: 53% of viewers said they would not mind seeing contextual pause ads multiple times, compared with 39% for standard call‑to‑action executions.
The format was particularly effective among existing customers, who spent 43% more time viewing pause ads than other consumers, averaging 12.9 seconds compared with 9.0 seconds, and recorded a 24‑point increase in both brand favorability and search intent.
“Prime Video pause ads create an opportunity for brands to connect with audiences during moments of high, natural attention,” said Amazon Ads. “This research with Omnicom Media quantifies what makes those moments so valuable and gives advertisers new insight into how pause ads can complement their broader streaming strategies.”
Together, the findings demonstrate that the value of pause advertising extends beyond capturing attention. By pairing the right creative with a moment consumers choose to pause content on their own terms, brands can create a more additive streaming experience while building stronger connections and driving measurable outcomes across the marketing funnel.
Methodology:
The “Power of the Pause” study recruited 183 Prime Video streamers (A18+) into a naturalistic living room setting where they selected their own content to watch on a living room TV with access to personal devices and snacks. Visual attention was tracked using computer vision technology at 30 frames per second, generating over 1.3 million data points across 574 measured ad exposures. Post‑exposure surveys measured brand metrics including aided recall, brand connection, favorability, search intent, and purchase intent across multiple brand verticals (Financial Services, Quick Service, Consumer Technology). All statistically significant results are reported at ≥90% confidence.
Download the full report here
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New research finds pause ads capture 92% visual attention and drive strong brand connection, favorability and purchase intent
New York, NY — October 14, 2026 —
As streaming gives viewers greater control over how and when they consume content, new commissioned research from Omnicom Media Partner Intelligence and Amazon Ads finds that pause moments can create a valuable opportunity for brands to capture attention and drive measurable business outcomes.
The new Partner Intelligence study,
The Power of the Pause
, examines the anatomy of the pause and finds that attention is inherently embedded in the behavior itself. When viewers pause their content, they naturally return their focus to the screen as they prepare to resume viewing, creating an opportunity for brands to connect without interrupting the viewing experience.
The study found that pause ads captured a 92% visual attention rate, outperforming :30‑second video ads at 87% and :15‑second video ads at 76%. The format also generated statistically significant lifts across brand connection, favorability, search intent and purchase intent.
The findings reinforce the strategic thinking behind Omnicom Media and Amazon Ads’ first‑to‑market Prime Video Pause Ads innovation, showing that viewer‑initiated pause moments create an opportunity for brands to deliver relevant messaging within a moment consumers control themselves.
“This research gives marketers a data‑backed framework for understanding the role pause ads can play within the broader streaming experience,” said Kara Manatt, EVP, Partner Intelligence, Omnicom Media. “What’s particularly interesting about the pause is that attention is built into the behavior itself. Viewers naturally return their focus to the screen as they prepare to resume content, giving brands an opportunity to show up in a moment of heightened attention without competing with the content audiences came to watch.”
Attention is built into the pause
Pause ads captured 9.9 seconds of attention, 38% more than :15‑second video ads, while 98% of solo viewers looked at the pause ad when resuming their content.
Even brief exposure can have an impact. Among viewers who gave pause ads five seconds or less of attention, the format still outperformed video‑only conditions on brand connection metrics.
Pause and video work together across the funnel
The research shows that pause ads can complement traditional video advertising across the consumer journey. When pause ads were paired with video, the combination produced a statistically significant 11‑point increase in brand connection, an outcome that video‑only conditions did not achieve.
Contextual relevance further amplified the impact. When pause ad creative aligned with the content viewers were watching, the format generated a 29‑point increase in search intent and 20‑point increase in purchase intent, while also driving a 15‑point increase in perceptions of the advertiser as a “premium brand” compared with video‑only conditions.
Relevance also increased receptivity to repeated exposure: 53% of viewers said they would not mind seeing contextual pause ads multiple times, compared with 39% for standard call‑to‑action executions.
The format was particularly effective among existing customers, who spent 43% more time viewing pause ads than other consumers, averaging 12.9 seconds compared with 9.0 seconds, and recorded a 24‑point increase in both brand favorability and search intent.
“Prime Video pause ads create an opportunity for brands to connect with audiences during moments of high, natural attention,” said Amazon Ads. “This research with Omnicom Media quantifies what makes those moments so valuable and gives advertisers new insight into how pause ads can complement their broader streaming strategies.”
Together, the findings demonstrate that the value of pause advertising extends beyond capturing attention. By pairing the right creative with a moment consumers choose to pause content on their own terms, brands can create a more additive streaming experience while building stronger connections and driving measurable outcomes across the marketing funnel.
Methodology:
The “Power of the Pause” study recruited 183 Prime Video streamers (A18+) into a naturalistic living room setting where they selected their own content to watch on a living room TV with access to personal devices and snacks. Visual attention was tracked using computer vision technology at 30 frames per second, generating over 1.3 million data points across 574 measured ad exposures. Post‑exposure surveys measured brand metrics including aided recall, brand connection, favorability, search intent, and purchase intent across multiple brand verticals (Financial Services, Quick Service, Consumer Technology). All statistically significant results are reported at ≥90% confidence.
Download the full report here
Stay
connected
Contact
Press Inquiries
[email protected]
New Business Inquiries
[email protected]
Follow Us
X
©
Omnicom. All rights reserved.
Privacy Notice
Terms of Use
Cookie Preferences
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