Less than a month after it launched, 10 Play’s Premium Pause ad product is generating strong results for our clients.
The first product of its kind in Australia, Premium Pause allows 10 Play users to pause show content while an ad plays. It’s innovative, it’s high impact and it takes advertising to a new level beyond pre-roll and mid-roll ads.
Premium Pause was launched on Telstra TV in late May with three partners: Dell, Mitsubishi and eBay. Since then, we’ve seen more than 300,000 Premium Pauses, with an average pause duration of 55 seconds. Each unique visitor to 10 Play on Telstra TV has paused an average of 2.8 times.
For Dell, Premium Pause beat its target impression goals by 15%.
The new product was introduced as part of the launch of a new 10 Play experience for users and advertisers on Telstra TV. The new platform simplifies the design, development and content delivery on 10 Play, re-imagining the interface for users and ensuring a smoother, faster content delivery experience.
Network 10’s digital sales director, Sophie Hicks Lloyd, said: “Brands and advertisers have reacted positively to the immersive advertising opportunities that are available on the new 10 Play app. It was fantastic to be launch the new platform on Telstra TV with Dell, eBay and Mitsubishi, who are all utilising the Premium Pause ad product.
“The conversations we are having with the market on the other high-impact, non-intrusive ad products available on the new platform have been really positive. Watch this space.”
The new platform is underpinned by You.i TV’s Engine One platform. You.i TV is a leader in premium software development tools for addressing cross-platform app development.
To be part of the innovation, contact your Network 10 & ViacomCBS rep today.
The new platform is underpinned by You.i TV’s Engine One platform. You.i TV is a leader in premium software development tools for addressing cross-platform app development.
To be part of the innovation, contact your Network 10 & ViacomCBS rep today.
View a demo of the new platform:
View a creative example from Dell:
View a creative example from Mitsubishi: