Heard of Pause-vertising?
By Maegan Buckler |
We Interrupt This Pause to Share a Few Things About Pause-
Will it be the pause that refreshes a streaming video industry beset by new challenges wrought by its success and rapid growth? Or will what’s been dubbed pause-vertising—ads that play only when the viewer hits the stop button on the streaming content—be the pause that repels consumers and puts them off some of the very reasons they turned to
Necessity Is the Mother of Invention
U.S. over-the-top streaming video services are booming, generating an estimated $20.1 billion in revenue last year on 15.2% growth according to PwC. But the success is breeding more competition and the need for more investment to feed customers’ growing desire for original quality content on demand. TDG, a virtual think tank that focuses on technology and marketing, noted in a report on the future of TV that in the current environment, the investment in original programming is so steep that even the industry leaders will have to find additional revenue to maintain their success. Subscription fatigue is growing so that’s not going to help and it’s happening just as binge-watching is spiking (it’s so popular these days that Merriam-Webster just added the term to its dictionary, a sure sign of hitting the mainstream.) So streaming platforms and advertisers are working to come up with creative, less intrusive advertising and betting that consumer control over when they play might be a good tactic.
Control Is Convenient but Creative Is C
Representatives from both AT&T and Hulu told Variety that they are sensitive to the unique requirements pause-
Patience Is a Virtue and Honesty Is Always the Best P
TDG also advises advertisers to keep their expectations measured at first, noting that it took linear TV years to train consumers to expect and be open to traditional advertising. To help today’s viewers get to that point, having honest dialogues with consumers about the changes being implemented—and why they’re necessary—can be an important component of building trust and an open mind toward new advertising models. Advertisers can’t control how the streaming companies communicate with their customers, but they can certainly encourage the tactics that will help investments get the best returns.
In the long run, pause-