The streaming platform is now working to bring the feature to mobile devices and Connected TVs over the next few months.
Globo is introducing another digital advertising solution on Globoplay, ‘Pause Ads’. The format is entered when the video is paused and remains active until the content resumes. At the moment, it is available for the desktop web version of Globoplay and only for the exhibition of static parts.
The streaming platform is now working to bring the feature to mobile devices and Connected TVs over the next few months. It also wants to improve the format to allow conversion actions, including the display of clickable parts and the use of QR Codes also on large screens.
The product enhances the platform’s digital advertising actions at a time when its global competitors such as Netflix and Disney+ are in an open race to develop offers that combine advertisements with subscriptions that are more accessible to consumers. For example, Netflix is expected to introduce its model in November, while Disney+ has promised news for early December.
One of the main points of Pause Ads is the respect for the rhythm of consumption of content by each user. After all, the format is broadcast when there is an intentional pause in the video being shown, without interrupting the user’s consumption experience, explains Manzar Feres, director of Integrated Business in Advertising at Globo. Among the benefits, the resource offers the possibility of demographic segmentation or contextualization to the content.
The first advertiser to use the service was Santander in the Select repositioning campaign. He developed 11 pieces for the format and worked with contextualization. The institution was also one of the advertisers to test Globo DAI, a segmented advertising solution in linear channels that uses Globoplay’s simulcasting.
For us, at Santander, it is a double privilege to be with Globo once again in pioneering initiatives. Because it adds to our digital DNA and already notably innovative, the scale and capillarity of the largest content company in the country, adds Igor Puga, CMO of Santander.
