RT Journal Article
SR Electronic
T1 Unlocking the “Reminder” Potential When Viewers Pause Programs
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 444
OP 454
DO 10.2501/JAR-53-4-444-454
VO 53
IS 4
A1 Larry Neale
A1 Steven Bellman
A1 Shiree Treleaven-Hassard
A1 Jennifer A. Robinson
A1 Duane Varan
YR 2013
UL http://www.journalofadvertisingresearch.com/content/53/4/444.abstract
AB 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.