Unlocking the "Reminder" Potential When Viewers Pause Programs: Results from a Laboratory Test of a New Online Medium

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.

Unlocking the “Reminder” Potential When Viewers Pause Programs: Results from a Laboratory Test of a New Online Medium

Larry Neale

Queensland University of Technology

Steven Bellman and Shiree Treleaven-Hassard

Audience Labs, Murdoch University

Jennifer A. Robinson

RMIT University

Duane Varan

The Disney Media & Advertising Lab/Audience Labs, Murdoch University

Management slant

  • Although pause advertisements are not as effective as normal online television advertisements, they are viewed as less intrusive.
  • For best results, advertisers should use pause advertising as repeat exposures for regular online television commercials seen in the same program.
  • The short exposure time that pause advertising receives...

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