Samsung Smart Pause: A wake-up call for online video advertising
Posted on Mar 20, 2013 by YuMe
With more than half of cellphone users in the United States and an even greater chunk in other countries owning smartphones, the release of a new device often receives a significant amount of attention from consumers, media outlets and brands interested in targeting mobile audiences.
Tech powerhouse Samsung introduced the Galaxy S4 last week at an event at New York's Radio City Music Hall during an event that Forbes called the tech equivalent of a Rockette show. The new device is stocked with snazzy new features and has a screen slightly larger than the Apple iPhone 5.
Smart Scroll and Smart Pause among most popular features
One of the gadget's more intriguing features is Samsung Smart Scroll, which enables the user to scroll browsers and emails without actually touching it. It tracks facial patterns and wrist movements to move pages up and down.
Smart Pause also uses facial recognition technology to monitor the user's expression while watching a video. If he or she turns his or her head away from the phone screen, the video pauses. It then resumes once the user turns back to the screen. This feature presents a window of opportunity for brands and publishers already investing in or considering video advertising on mobile.
What Smart Pause means for mobile video advertising
Mobile users are often in a variety of environments – many of which can be distracting – when consuming video. Even for an audience member engaged in a pre-roll video ad on his or her phone, the brand is competing with his or her surroundings for attention. However, Samsung Smart Pause, and the similar features other smartphone makers are likely to create to compete with it, could give brands the reassurance they need to understand who is watching theirs ads completely, as well as when and how.