Unlocking the 'reminder' potential when viewers pause programs: Results from a laboratory test of a new online medium
Neale, Larry, Bellman, Steven, Treleaven-Hassard, Shiree, Robinson, Jennifer, & Varan, Duane (2013) Unlocking the 'reminder' potential when viewers pause programs: Results from a laboratory test of a new online medium. Journal of Advertising Research, 53(4), pp. 444-454.
Description
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.
Impact and interest:
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| ID Code: | 220457 | ||
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| Item Type: | Contribution to Journal (Journal Article) | ||
| Refereed: | Yes | ||
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| Measurements or Duration: | 11 pages | ||
| Keywords: | Advertising, Online Television, Reminder Potential, Television | ||
| DOI: | 10.2501/JAR-53-4-444-454 | ||
| ISSN: | 0021-8499 | ||
| Pure ID: | 32569415 | ||
| Divisions: | Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
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| Copyright Owner: | Consult author(s) regarding copyright matters | ||
| Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to [email protected] | ||
| Deposited On: | 06 Nov 2021 11:59 | ||
| Last Modified: | 08 Feb 2025 11:40 |
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