Customers view PBR ads by choice. They know that PBR ads will not be offered unless they fit the stated household demographic profile. Ads will be offered in 2 minute breaks by means of an on-screen message, inviting viewers to pause what they are watching in order to view one or more of the PBR ads. They can then resume watching, knowing that another set of PBR ads will be offered at intervals of roughly 15 minutes. Advertisers will be able to specify if they want to limit the number of times any message is viewed by a single household.
With the express consent of householders, PBH Ltd will be able to aggregate a large volume of viewing data, which will have commercial value, especially as clients will in addition be able to target groups of households for further inquiry, typically by sending a questionnaire to the specified mobile phone, and offering a reward for completing the questionnaire.