“By partnering with GumGum and Tinuiti, we’ve been able to evolve how we show up across screens, reaching parents in the moments that matter most. Pause Ads gave us a new way to connect on CTV with intention, complementing our broader strategy and driving meaningful lifts across the campaign.”
(compared to past single channel campaigns)
The Honest Company, in partnership with their agency Tinuiti, set out to continue driving performance for their baby products line while evolving their media strategy to meet modern parents across screens.
With a strong foundation in mindset-aligned, high-impact in-screen formats, the team wanted to explore how emerging CTV opportunities could complement existing efforts, without fragmenting strategy or sacrificing performance. The challenge was to extend campaign impact onto the biggest screen in the home for an omnichannel approach while maintaining relevance, attention, and measurable outcomes.
Building on a long-standing partnership, Honest Company and Tinuiti joined GumGum’s Pause Ads beta, becoming one of the first brands to test this new, viewer-initiated CTV format.
Pause Ads allowed Honest to seamlessly extend their high-impact display and OLV strategy into CTV, appearing only when viewers chose to pause their content. This created a natural, high-attention moment, bringing added intention and impact to their cross-screen approach.
Aligning messaging across formats helped the campaign avoid siloed planning and instead delivered a cohesive omnichannel experience rooted in audience mindset and contextual relevance.
Using GumGum’s Mindset contextual intelligence, Honest Company aligned its baby product messaging with content environments that naturally resonate with parents and caregivers across the open web.
The high-impact portion of the campaign ran across premium inventory aligned with lifestyle, entertainment, and everyday interest content, capturing audiences in moments of discovery, planning, and daily engagement. Within these environments, life-stage and parenting intent signals proved especially powerful, reinforcing that milestone-driven moments are key drivers of engagement.
By tapping into these signals, Honest was able to reach parents at the exact moments when their needs and attention were highest, building a strong foundation for cross-screen amplification.
Honest’s campaign combined high-impact, mindset-aligned formats across the open web with the addition of Pause Ads on CTV, creating a unified omnichannel strategy designed to reinforce messaging across screens.
On desktop and mobile, interactive formats, such as Velocity, drove strong engagement by aligning creative with high-performing parenting contexts. These placements capitalized on milestone-driven moments, where audiences were already primed to engage and interact.
Pause Ads extended this impact onto the biggest screen in the home, introducing Honest’s messaging during viewer-initiated pauses. This created a natural, high-attention moment that reinforced the campaign’s presence beyond the open web.
Together, this omnichannel approach amplified performance, showing that when strong, contextually aligned engagement is paired with high-impact CTV moments, brands can deepen attention and drive stronger results across the entire campaign.
By integrating Pause Ads into their broader strategy, Honest Company evolved from a high-performing, in-screen campaign to a true omnichannel approach, extending their presence from the open web to the biggest screen in the home.
This cross-screen expansion, paired with the introduction of GumGum’s Velocity unit, didn’t just broaden reach, it elevated performance. Together, these new formats complemented Honest’s existing high-impact strategy, driving stronger engagement and more efficient outcomes across the campaign.
Compared to previous campaigns that relied solely on in-screen formats, the addition of Pause Ads to reinforce messaging on CTV alongside Velocity’s dynamic, interaction-driven experience led to a significant lift in performance, with interaction rates increasing 56% and CTR improving by 28%.
Pairing strong, mindset driven engagement with high-attention and viewer-initiated CTV moments, Honest was able to stay top of mind across environments, resulting in a more cohesive campaign that captured attention and drove stronger outcomes at every stage of the funnel.
(compared to past single channel campaigns)
(compared to past single channel campaigns)
Fill out the form & we will be in touch soon!
Are you a publisher, press or job-seeker? click here
