Pause Ads
Thinking Outside The Box
If you want an example of out-of-the-box thinking “Pause Ads” are the perfect one.
On-demand TV is THE way to watch TV these days and there are a lot of ads in different shapes and formats. However, no one likes being interrupted and companies are trying to be more user-orientated. It is the consumer era after all. So what if instead of watching the ads people DON’T watch them? How does that work?
When you press to pause an ad comes up and stays there until you press play again. It could be still or animated and reminds more of a billboard or a banner, rather than a TV ad. That way it turns into a user-initiated ad and becomes less intrusive. It is also something fresh so it gets attention. They did not stop there and thought of little details as well. That is why it does not come up straight away. It gives you a couple of seconds in case you pressed it to rewind or adjust something.
Advertising can easily become annoying and once you cross the line people will leave you. This is a very creative way to get a win-win outcome. Most of you are probably not advertising on TV (and if you are, think about this option 100%), but you probably are searching for ways to think out of the box. Using this mini case study you can see that sometimes you need to work backward in order to be creative. Think of the end-user first, think of what they need, and do not stay away from absurd ideas. They might sound absurd in the beginning, but once you refine them, they can take your business to a whole new level.
