Streaming service provider Hulu has revealed they are testing new pause-activated ads. Hulu’s Vice President, and Head of Advertising Platforms, Jeremy Helfand explained the move via a press release accessible over on Hulu’s website. In part, the decision is described as follows:
“With Hulu’s new pause ads, advertisers no longer need to interrupt the storytelling experience to get their message in front of the viewer. The pause ad takes advantage of the natural behavior exhibited in streaming TV viewing today. It is non-disruptive and viewer-initiated, and appears when a viewer pauses the content they’re watching. This high-impact ad execution currently consists of two elements – ad creative supported by contextually relevant messaging along with a background gradient to distinguish the ad from the content scene.”
It’s interesting as this means that Hulu won’t be playing video content when you pause. The ads will instead be static. Helfand explains the reason for static ads as opposed to a 30-second video by saying:
“It can be jarring — you think you’ve paused the content, but you’re still seeing sight, sound and motion.”
Hulu will be testing out this new advertising experience in second quarter 2019. Thus far Hulu has announced two advertising partners that subscribers will see when pausing content: Coca-Cola and Charmin. At the moment there is no need to fret about having your entire viewing screen filled by with an advertisement shouting “The Coke Side of Life” or Sit Back, Relax And Enjoy The Go.” Hulu has thought of that and decided to keep the pause ads minimalistic as billboards off to the side of the screen.
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SOURCES: Hulu.com
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