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 A. (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.

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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.

Impact and interest:

1 citations in Scopus
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ID Code: 72908
Item Type: Journal Article
Refereed: Yes
Keywords: Reminder Potential, Advertising, Television, Online Television
DOI: 10.2501/JAR-53-4-444-454
ISSN: 0021-8499
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2013 Advertising Research Foundation
Deposited On: 19 Jun 2014 23:36
Last Modified: 19 Jun 2014 23:37

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