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...