Unlocking the “Reminder” Potential When Viewers Pause Programs
Larry Neale, Steven Bellman, Shiree Treleaven-Hassard, Jennifer A. Robinson, D. Varan · Journal of Advertising Research · 2013
ABSTRACT The branded pause advertisement is a recently developed online television-advertising format that displays a full-screen still-image banner ad whenever a viewer pauses a streaming-video program. This study used a controlled lab experiment to compare the effectiveness of branded pause advertisements with normal online television advertisements. The results demonstrate that branded pause advertisements are effective but only when combined with a long-exposure advertisement for the same brand. Despite their short exposure time, pause advertisements function as effective reminders, building awareness through repeat exposure. The findings of the current study were similar regardless of whether pause advertisements were activated as a result of viewers9 pausing at a time of their own choosing or whether viewers were interrupted.