Tetley to advertise during paused programmes on 4oD's Ad Pause service

The three-month partnership will see an ad for Tetley appear on-screen through an animated brand message, whenever a viewer pauses a programme on 4oD.

Tetley began its “£10m ‘Make Time. Make Tetley’ campaign in August to communicate people taking time out to have tea together with friends and family.

The Ad Pause activity will be begin from today (22 August), aiming to reach over three million pauses over a period of three months.

Other campaign activity will run through TV, radio and online.

Steve Parker, managing director at MediaVest, said: “The digital age pulls us apart as much as it brings us together so Tetley, MediaVest and Channel 4 have partnered to create the first ever live pause advertising campaign that makes light of the natural synergy between pausing and having a tea break. This is a fantastic representation of the 'Make Time. Make Tetley' positioning and acts as a visual reminder for consumers to go and make a cuppa for their family and friends whilst their favourite programme is paused.”

Carl Read, digital jeader at Channel 4, added: “Channel 4’s recently launched video ad formats – Ad Pause, Ad Extend, Ad Link and Ad Mix – provide advertisers with even more innovative opportunities to interact with their audience. They follow the success of the existing video ad enhancements, Ad Elect, Ad Social, Ad Interact and Ad Bloom. We’re delighted that Tetley is the first advertiser to launch the Ad Pause format on 4oD.”