- ‘Avengers: Endgame’ sticks the devastating landing—and gives you time to grieve 3 Months Ago
- Teen hits Apple with $1 billion lawsuit over alleged face recognition arrest Today 4:48 PM
- John Cornyn tried to attack Patton Oswalt for his old tweets and failed miserably Today 4:29 PM
- Logan Paul is selling a pillow of his dead dog—for a good cause Today 4:04 PM
- Study: Too much Netflix, not enough ‘chill’ Today 3:36 PM
- Pete Buttigieg under fire for saying incarcerated Americans shouldn’t be allowed to vote Today 2:54 PM
- Vine’s co-founder is beta testing a new app called Byte Today 2:51 PM
- Report: Joe Biden’s first 2020 fundraiser will be with a Comcast executive Today 2:49 PM
- Netflix’s ‘Sabrina’ appears to have an art-copying problem Today 2:47 PM
- People are crying over these cats’ window-sill romance Today 2:27 PM
- The ‘I’m baby’ meme is all about being comforted Today 2:24 PM
- Parody video totally nails what men are like on Tinder Today 1:57 PM
- Twitch star AriLove latest woman to be arbitrarily banned for ‘sexually suggestive’ attire Today 1:47 PM
- The 18 best Korean beauty sheet masks Today 1:25 PM
- Report: 5,000 Twitter bots pushed ‘Russiagate hoax’ after Mueller report Today 11:15 AM
Video streaming platform Hulu is set to begin placing advertisements on the pause screen of select on-demand content.
According to an announcement from the company, the new ad feature, known simply as “pause ads,” was developed in order to make advertisements discreet.
“Just as consumers’ viewing habits have evolved, their expectations for advertising have also changed,” Hulu said. “Viewers no longer accept an irrelevant, intrusive ad experience and appreciate when brands tell their stories in authentic and integrated ways.”
Hulu Vice President and Head of Advertising Platforms Jeremy Helfand says the concept was developed after speaking with consumers, many he says, felt that modern advertisements have become too invasive.
“The whole conversation that we’ve had in this market, should a commercial break be 10 or 15 seconds—it’s all disruptive,” Helfand said in a press release.
Instead of a video ad abruptly interrupting viewers, the new ads will appear in the bottom right-hand side of the screen only after a video has been paused for several seconds.
In one such example shown by TechCrunch, a seemingly translucent ad for Charmin toilet paper can be seen on-screen.
While researching what ads would be acceptable to viewers, Hulu found that its customers were open to more or less any advertising format so long as it was “subtle and relevant.”
“Our pause ad research found that consumers generally preferred ads that were subtle and non-intrusive, and that extensive audio and video when pausing was considered disruptive,” Hulu said. “These insights led us to take our current approach to pause ads, and the research so far has shown a positive response from viewers.”
The streaming company, which currently boasts over 25 million subscribers, hopes that 50 percent of ad revenue within the next three years will derive from such “non-disruptive formats.”
“To stand out and continue engaging their target audiences, brands must rise to the challenge and flex their creative muscles to go beyond the traditional commercial break,” Hulu added.
Hulu viewers will start to see the new pause ads, at this point from either Charmin or Coca-Cola, in the second quarter of this year.
- How does Hulu work—and how much does it cost?
- Hulu vs Netflix: Which streaming service is right for you?
- Hulu with Live TV offers everything you miss about cable
Mikael Thalen is a tech and security reporter based in Seattle, covering social media, data breaches, hackers, and more.