Belgians like to take a lot of breaks at home. Thanks to digital TV, for example, they pause the live, recorded or on demand content on their screen whenever they want and start watching it again whenever they want. All they have to do is press the pause button on their remote and their TV show freezes. On this exact moment, we wanted viewers to see amusing Royco ads instead of a boring frozen image of the content they're watching. But the technology to do this didn’t excist yet. So we decided to create it ourselves and together with the SBS Broadcasting Group we transformed the ""freeze-screen"" into a whole new ad medium. Every time a viewer pressed the pause button on his/her remote, one of Royco’s funny pause ads appeared celebrating the viewer's break.

Normally, when Belgian TV viewers pause their live, recorded or on demand content, they get to see a frozen image of that content provided with a big pause icon in the middle. Thanks to the Royco Breakvertising system the technicians of the production company built for us, every Belgian viewer now got to see a fullscreen Royco ad, supporting them in taking a break. In the beginning of november 2015, we tested the first stage, where we applied the Breakvertising ads to 100.000 digiboxes in Belgium. After the first positive results, we launched it nationwide. Using captured data of the show viewed and the viewers themselves ads can now even be targeted.

Well-received by 97.5% of Belgian TV viewers, partly due to the non-intrusive approach.

Weekly reach of 250.000 unique homes / ad

More than 650.000 weekly views / ad

Hot topic in national and international press