"The 501(c)(3) organization is currently in the midst of its first-ever pause ad campaign, which was developed in collaboration with ad platform Kargo and will run through the end of August. Known as "Tear the Paper Ceiling," the campaign is specifically targeting an audience of business owners, employers and hiring managers across a wide range of CTV content providers, including broadcast-owned streaming services and FAST channels."
""Tear the Paper Ceiling" is intended to promote the consideration of job candidates who don't have a relevant college or graduate degree but are skilled through alternative routes (or STARs). The new pause format makes perfect sense from a thematic perspective, according to Ad Council Chief Campaign Development Officer Michelle Hillman. "We're asking employers to really shift the paradigm on the way they hire," said Hillman."
Many commercial brands remain hesitant to adopt new CTV-specific ad formats despite industry interest. The Advertising Council, a nonprofit public-service organization, is running its first pause ad campaign with ad platform Kargo through the end of August. Known as "Tear the Paper Ceiling," the campaign targets business owners, employers and hiring managers across broadcast-owned streaming services and FAST channels. The campaign promotes consideration of skilled job candidates without relevant college or graduate degrees, called STARs. Pause ads appear only when viewers hit the pause button; the format aims to reach attentive viewers, and follows prior Ad Council-Kargo work on squeeze-backs and overlays.
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