BREAKVERTISING

Making Use of The Pause Bottom:

 

Referring back to one of my previous blog posts, and the portion of our course that focused on empirical generalizations, I read a recent article discussing advertisers innovative way of taking advantage of the pause button on the Television. My previous blog post's refereed to the generalization number 3 Value of TV: "Households with DVRS are similar to non-DVR households in the basic measures of advertising effectiveness. ( Recall and Recognition)." I presented the forms of zipping and zapping and how studies show that some advertisers have changed the position of their messages and logos to adapted to those users who zip through commercials. The most successful ads concentrated the action and the brand’s logo in the middle of the screen, didn’t rely on multiple scene changes, audio or text to tell the story, and often used familiar characters.

Antwerp, Belgium communication agency these days catered to this trend by looking for untapped potential. The result: pause button advertising or  in international terms "breakvertising." As soon as viewers press the pause button on the remote, a still is displayed and for advertisers this is a meaningful area to connect with the viewer. When viewers pause the television, essentially each moment they are away from the program they are using a product or service. Which is why this communication agency though ti would be a good idea to give advertisers the opportunity to use these precise moments to interact with their viewers.

In the short term, the concept can be made available to every TV channels, distributor or telecom provider. As for the overall spectrum of the marketing industry, many empirical generalizations have to be altered with this new type of message channel. My questions is will this effect the overall studies of how advertisers calculate viewership? This also could possibly effect television networks because as we know commercials are priced base off the primary and recency effect, could the new channel of advertising  create a whole new way to study consumer behavior?