When viewers hit pause on their streaming or conventional TV leisure, they’re not tuning out. They’re leaning in and taking management of their viewing expertise.
That’s the important thing discovering from a newly launched examine from Magna Media Trials and DIRECTV Promoting that examines the dynamics of pause conduct and the chance it presents for advertisers.
Ninety-one % of viewers mentioned they hit pause on a regular basis or typically whereas watching streaming TV, and 70% of viewers mentioned they hit pause on a regular basis or typically whereas watching conventional TV, in response to the examine.
Though advertisers might imagine viewers hit pause to take a break from the content material they’re watching, the vast majority of viewers truly hit pause to stay engaged. Eighty-one % of viewers mentioned they pause to both keep away from lacking an necessary scene, to rewind and rewatch one thing necessary, or to attend for another person to hitch them to look at collectively.
That’s the precise reverse of disengagement — making pause advertisements a extremely efficient solution to attain viewers throughout TV’s can’t-miss moments.
Pause advertisements are an invite, not an interruption
Pause advertisements are a very efficient type of TV promoting as a result of they meet customers in a second of their selecting. The vast majority of individuals surveyed throughout generations for Magna and DIRECTV’s examine mentioned they might relatively see a pause advert than a frozen display screen — 67% of Gen Z, 67% of millennials, 63% of Gen X and 60% of child boomers mentioned this.
Moreover, customers throughout generations additionally mentioned that they need to have the ability to work together with pause advertisements, which makes this advert format a main alternative for manufacturers to attach with audiences. The highest interactive options customers mentioned would make pause advertisements higher are having the ability to save gives or reminders and receiving product suggestions based mostly on the content material they’re watching. Viewers have been additionally taken with being able to scan QR codes to study extra and having the ability to use a clickable button to go to a model’s web site or app.
Pausing sports activities content material for the win
Viewers hit pause once they watch content material throughout all leisure genres, however once they hit pause throughout sports activities programming, they continue to be extra engaged than throughout common leisure programming.
Almost one-half of survey respondents (42%) mentioned they didn’t step away from the viewing display screen after pausing sports activities programming. By comparability, lower than one-third of respondents (28%) mentioned they didn’t stroll away after pausing common leisure content material.
Survey respondents have been additionally extra prone to pause sports activities programming than they have been to pause common leisure programming — reflecting a want to regulate the viewing expertise and to not miss key sport moments. Sports activities followers usually pause, rewind and rewatch sports activities discuss reveals as effectively to keep away from lacking elements of the commentary.
Amongst respondents who mentioned they paused content material, almost two-thirds of viewers (64%) mentioned they paused two to 3 instances whereas watching sports activities content material, versus 58% who mentioned they paused two to 3 instances whereas watching common leisure reveals.
As a result of viewers have a tendency to stay glued to their TV screens throughout sports activities programming, pause advertisements are a really perfect manner for advertisers to achieve followers at a second of most engagement and outdoors of conventional 30-second advert spots or sponsorships.
Timing is vital to pause advert success
The important thing to pause advert success is matching the suitable advert with the suitable second in time. Well timed and helpful advertisements — resembling advertisements associated to meals supply or advertisements that provided reductions — resonated probably the most with viewers, in response to Magna and DIRECTV’s examine.
Forty-four % of viewers mentioned they might be very prone to discover a pause advert when the advert showcases what they need within the second (e.g., meals or drinks). The identical share of viewers (44%) mentioned they might be very prone to discover a pause advert when the advert gives a deal or low cost. Manufacturers can transfer past merely promoting to customers by providing them options to their meal, drink and deal wants within the type of pause advertisements targeted on meals supply companies and reductions.
Pause advertisements additionally present a key alternative for manufacturers to launch new merchandise or to announce product updates, as viewers throughout generations are considerably extra prone to discover when pause advert content material reveals one thing new. Sixty-five % of all viewers mentioned they might discover a pause advert extra if the advert revealed one thing new. That share jumped to 69% amongst Gen Z survey respondents who mentioned the identical and to 67% amongst millennial respondents.
Programmatic pause advertisements enhance the pliability of buys
Lately, supply-side platforms like Triple Raise have taken pause advert shopping for to the following stage by introducing programmatic pause advertisements. These advertisements present elevated flexibility for digital and conventional TV consumers alike, from run-of-video for scale, takeovers for model dominance or focused addressable approaches for precision. When consumers add QR codes for shoppability, viewers have a direct path from consciousness to motion — and types can allocate actual {dollars} for actual outcomes.
Pause advertisements are extremely efficient not just for breaking via the litter of a fragmented market the place viewers’ consideration is scarce, but in addition for reaching viewers throughout can’t-miss TV moments. As a result of a pause advert, by definition, reaches viewers who’ve actively chosen to interact with the advert’s content material, manufacturers aren’t merely shopping for an advert unit. They’re shopping for a second in time when viewers create their very own promoting expertise by selecting when to interact and whether or not to decide right into a model’s message.
The pause advert revolution isn’t coming — it’s right here.
Sponsored by DIRECTV
