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In a world of scroll, stream. repeat, where attention has become the most valuable currency, freemium platforms have found a curious way to earn it- by interrupting it. A song interrupted by an audio ad, a lesson halted by a video prompt, or a pop-up urging an upgrade, these small disruptions form the backbone of a global strategy built on attention, psychology, and timing. They are part of a deliberate design that contrasts friction with flow, showing users what seamlessness feels like, and what it costs. Interruption-style ads, as they are called, have become one of the most debated yet effective tools for driving users toward paid subscriptions.
Prasanth Challapalli, Chief Digital and Innovation Officer, Havas Creative Network India, explains, “This ad format is based on Game Theory invented by Mathematician John Forbes Nash Jr. If you give a little glimpse in an interruption format of something that is valuable to an audience, they will crave more for it when you ask them to upgrade to enjoy the full, uninterrupted experience.” It’s a principle rooted in contrast, the momentary disturbance amplifies the value of what’s smooth and premium.
From a media planning perspective, the logic behind such disruption is becoming sharper and more data-driven. Mitchelle Rozario Jansen, Senior Vice President of Business Strategy & Growth, White Rivers Media, observes that “disruption-driven advertising on freemium platforms is pushing us to relook at digital media strategies.These ads create a deliberate contrast, enhancing the appeal of premium offerings to price-sensitive users.” She explains that this approach aligns with India’s growing preference for quality, where loyalty and retention must be earned. By blending purposeful disruption with AI-driven personalisation, brands can foster sustainable monetisation and authentic connections.
Nimesh Shah, General Manager, Madison Digital, elaborates on this balancing act. “Interruption-style ads on freemium platforms work because they leverage a sharp contrast in user experience to create a ‘pain point’ that premium subscriptions instantly solve,” he says. The challenge, though, is precision. “The strategy lies in targeting and frequency control: delivering the ad at moments of high engagement but low frustration tolerance, so the upgrade feels like a natural solution.”
So, how do planners decide when to interrupt and when to hold back? “Implementing friction thoughtfully transforms it into a strategic nudge,” says Jansen. Timing ads during less disruptive moments or tailoring them for specific user segments can turn irritation into engagement. “Even the number of ads that pop up per gaming session could be pre-planned based on user drop-off data,” she adds. The intent, she explains, is to transform disruption into dialogue to turn annoyance into awareness. Whereas, Shah advises, that overexposure can push users away, while underexposure weakens urgency. “If done well, this approach transforms brief inconvenience into a persuasive trigger, boosting subscription conversions while preserving brand goodwill and sustaining user loyalty,” he adds.