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VH1 will soon be offering advertisers ad formats designed to keep viewers from running off for a snack during commercial breaks, and a single test of the format so far looks as though it will be a success.
The ads, dubbed by VH1 as Pod-Busters or Showstoppers, contain sponsor messaging in and around short-form content created especially to complement the ads and convince vierers to heed them, writes MediaPost.
Here’s how the test worked: a brief voice-over intro and skit by comedian David Wain begin the “pod,” which is framed by a series of recursive text borders. That made the epxerience akin to having a bunch of programs opene on a desktop, with one window layered across the next. An ad follows the skit, to be followed with more commentary by the comedian and an actor.
A test of the Pod-Busters also included the same group of ads and content, but without the frames.
More than 45 percent of the viewers surveyed said that they paid more attention to the spots than they usually did, while 52 percent said the ads were more fun to watch in the Showstoppers context.
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