Unlocking the “Reminder” Potential When Viewers Pause Programs: Results from a Laboratory Test of a New Online Medium
Queensland University of Technology
Audience Labs, Murdoch University
The Disney Media & Advertising Lab/Audience Labs, Murdoch University
- 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 suggests advertisers should use the same creative execution factors used by online banner advertisements, and previously by billboard advertising.
- Future research should investigate the creative execution factors that increase click-through for pause advertising.