DStv viewers were quite surprised when they experienced a completely new form of advertising while pausing their favourite series on DStv’s Catch Up service. In a first for the South African television industry, DStv launched its ‘Pause Screens’ function where, in the Catch Up environment, viewers are served an advert when pause is pressed on the remote.
The MediaShop, together with client Nedbank, were quick to take advantage of this new concept by purchasing the first Paused Screen campaign. According to Gareth Grant, Business Unit Manager at The MediaShop, Nedbank has always been willing to test new and innovative platforms. Over lockdown, The MediaShop progressed this idea with the DStv Media Sales team. ‘Being first to market for Nedbank and ourselves was important because we consider both companies thought leaders and pioneers within the media industry. To make it easier, the DStv Media Sales team have always been a real pleasure to work with, not only through this process but with everything that we throw at them.’
‘We were exceptionally pleased with the results of the campaign. We know that viewers make use of the pause facility often, whether on live TV or within the Catch-Up environment and this is a fantastic way to make use of that on-screen time. Suitable Catch Up series were selected based on the target market and each delivered their fair number of impacts.’