Mediaplus Turns Streaming Breaks into Advertising Space

In close collaboration with Twitch, Mediaplus has developed a new format that enables ad placements during Twitch stream breaks for the first time: "Interactive Intermission." The format is currently being tested in a campaign for OTTO with streamers Radlerauge and Sawlties, powered by Twitch’s technical infrastructure.

Munich, March 24, 2026 — Twitch streams often last several hours. When creators take a short break during a stream, viewers are typically shown a static screen, leading many to switch channels or leave the platform altogether. Mediaplus is targeting this previously overlooked media moment with its new “Interactive Intermission” format, turning it into an opportunity for brands. The format is enabled through a Twitch streaming extension that integrates interactive elements and polling features directly into the video player.

Mediaplus developed the format in collaboration with Twitch after winning the Twitch 2025 Creative Contest, a competition inviting agencies to submit ideas for new advertising formats. The winning concept was subsequently brought to life on the livestreaming platform. The campaign is currently live and will run for four weeks. Beginning in April, the placement will be available as a bookable advertising product for other Twitch advertisers as well.

The new “Interactive Intermission“ format is currently being tested for OTTO. When creators leave the room, an overlay appears within the stream highlighting selected OTTO products in the background setup. At the same time, viewers can participate in a built-in poll to vote on which OTTO products should become part of the creator’s setup in a future stream. This keeps the stream interactive for both creators and the community, even during breaks. For brands, it creates a native advertising environment that integrates seamlessly into the livestream experience, enabling authentic connections with Twitch’s young adult audience.  

“Creators need to take breaks, and that's completely natural. However, those breaks can lead to a drop in viewership. Not because the content loses value, but because audiences traditionally have nothing to do except wait. Interactive Intermission transforms these natural pauses into interactive experiences that keep communities engaged while allowing brands to show up in an authentic way,” said Gemma Brydone, Head of Twitch Brand Partnership Studio Europe.

The concept is currently being tested with Twitch creators Radlerauge and Sawlties as part of a multi-episode streaming series.

“At OTTO, we are always looking for new and creative ways to reach our audiences at the right moment and introduce them to our product range in engaging ways. Interactive Intermission combines entertainment, community engagement, and product experience, making it the perfect mix for us. Because consumers can find everything they need for their homes at OTTO, this diversity can now become part of the creators’ streaming setups and be experienced directly by their communities,” said Laura Perenz, Division Manager Brands & Campaigns at OTTO.

“Until now, streaming breaks represented untapped media potential in digital communications. Our first-mover approach addresses exactly that opportunity by turning short interruptions into interactive brand touchpoints. Combined with Twitch’s technical infrastructure, the result is a format that integrates naturally into the logic of livestreaming,” said Maximilian Schöngen, Global Chief Creative Officer, Mediaplus Group.

The concept was developed by Kerstin Schmiedeknecht and Victoria Wissmann from the Mediaplus Creative Collective together with Simone Jocham from the Mediaplus Group Innovation Team.

The Interactive Intermission campaign will continue through the end of March across multiple livestreams.