With consumers holding more power than ever to avoid ads that interrupt their favorite shows, advertising agencies are trying to come up with new ways to get eyeballs on products in the midst of casual and binge-viewing.
One solution being floated right now? ‘Pause-vertising’ which is commercials that play during pausing of episodes. Jeremy Helfand, vice president and head of advertising platforms for Hulu, says that streaming service intends to unveil ‘pause ads’ in 2019 which will take advantage of “a natural break in the storytelling experience”.
AT&T also has hopes to use the pause tor TV advertising, playing full-motion video on a screen when a user decides to take a respite and either grabs a snack, goes to the toilet or more. Because people are actively pausing it means 100% viewability for the advertiser.
This follows on from surveys in which consumers have soundly rejected the idea of promos popping up between episodes whilst marathoning television.