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Unlocking the “Reminder” Potential When Viewers Pause Programs

Results from a Laboratory Test of a New Online Medium

Larry Neale, Steven Bellman, Shiree Treleaven-Hassard, Jennifer A. Robinson, Duane Varan
DOI: 10.2501/JAR-53-4-444-454 Published 1 December 2013
Larry Neale
Queensland University of Technology,
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  • For correspondence: l.neale@qut.edu.au
Steven Bellman
Audience Labs, Murdoch University,
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  • For correspondence: bellman@audiencelabs.com
Shiree Treleaven-Hassard
Audience Labs, Murdoch University,
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  • For correspondence: treleaven-hassard@audiencelabs.com
Jennifer A. Robinson
RMIT University,
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  • For correspondence: jenny.robinson@rmit.edu.au
Duane Varan
The Disney Media & Advertising Lab/Audience Labs, Murdoch University,
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  • For correspondence: varan@audiencelabs.com
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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 viewers' pausing at a time of their own choosing or whether viewers were interrupted.

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Vol 53 Issue 4

Journal of Advertising Research: 53 (4)
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Unlocking the “Reminder” Potential When Viewers Pause Programs
Larry Neale, Steven Bellman, Shiree Treleaven-Hassard, Jennifer A. Robinson, Duane Varan
Journal of Advertising Research Dec 2013, 53 (4) 444-454; DOI: 10.2501/JAR-53-4-444-454

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Unlocking the “Reminder” Potential When Viewers Pause Programs
Larry Neale, Steven Bellman, Shiree Treleaven-Hassard, Jennifer A. Robinson, Duane Varan
Journal of Advertising Research Dec 2013, 53 (4) 444-454; DOI: 10.2501/JAR-53-4-444-454
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