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Hulu and AT&T may implement 'pause ads' within their streaming services in 2019

By Polycount ยท 6 replies
Dec 4, 2018
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  1. If you are an active Netflix viewer, you might remember a slight controversy the company caused earlier this year, when it attempted to run "promos" in between show episodes.

    These promos weren't advertisements in the traditional sense, as they only promoted other Netflix content (original or otherwise), but they were still irritating for the users that they were randomly tested on.

    However, even those who were most frustrated by Netflix's promo test will likely agree that it pales in comparison to what two of the company's competitors are cooking up.

    According to Variety, Hulu and AT&T might implement "pause ads" within their video streaming platforms sometime in 2019. These ads will, as the name implies, appear whenever a user pauses a video stream; perhaps to grab a snack, take a walk around their room, or go to the restroom.

    Hulu and AT&T have expressed an interest in implementing "pause ads" within their video streaming platforms sometime in 2019.

    There's certainly potential for these ads to work from a marketing perspective, but whether or not users will take to them is another matter entirely.

    Granted, Hulu's users are already more accustomed to seeing ads than Netflix viewers, but even the service's most complacent users might see pause ads as a step too far. After all, there are numerous reasons one might halt a video stream, and the need for immediate silence is often chief among them.

    Whether a viewer is receiving an incoming phone call, or holding an important conversation with a friend, the last thing they expect is a distraction -- audible or otherwise -- when they pause their favorite streaming service.

    With that said, neither Hulu nor AT&T are looking to implement highly-disruptive, several-minute-long ads during pauses. "You do not want to deliver a longform advertisement in this situation," said Hulu VP of advertising Jeremy Helfand in a statement to Variety. "I think you have seconds to deliver your message effectively."

    What do you think about in-pause ads? Would you prefer them to ordinary, mid-playback ads? Let us know in the comments.

    Permalink to story.

  2. Hexic

    Hexic TS Evangelist Posts: 479   +307

    Nope. I'll un-sub from their services and find other ways (nefarious or not) to acquire the media. If they want to screw with my time, then they're not getting any more of my money.
    MaXtor, Mikael_r, Digitalzone and 2 others like this.
  3. wiyosaya

    wiyosaya TS Evangelist Posts: 3,701   +2,070

    If they implement this, it could be enough for me to drop my subscription. I am not going to sit through something when I pause the video. Usually, it is to get up and do something when I do.

    And who is Jeremy Helfand to tell me or anyone, for that matter, what is disruptive in our homes? He thinks he has seconds to sell me something. Ha!

    There is some question as to whether advertising on TV works. I can tell you that I mute the volume in the Hulu Windows App on 99.99% of the ads since those ads are for things that do not interest me. So perhaps what I do if they implement this is to mute the volume, then pause the video.
  4. Lew Zealand

    Lew Zealand TS Guru Posts: 511   +389

    People may tolerate a silent ad but absolutely nothing with sound. But why not try it and see, I mean who really cares about a few million pissed off subscribers, right?
    MaXtor, senketsu, wiyosaya and 2 others like this.
  5. MaikuTech

    MaikuTech TS Evangelist Posts: 1,044   +183

    I really don't know whats wrong with at&t these days.
    They are much more greedy than comcast but not as shitty as comcast when talking to them on the phone.
    Netflix doesn't put ads in any of its streams.
    If I am paying 8.99+ per month for it, they shouldn't be suffering in the financial department.
    wiyosaya and Reehahs like this.
  6. wiyosaya

    wiyosaya TS Evangelist Posts: 3,701   +2,070

    This reminds me that a few years back, a Time Warner exec said that people should be forced to watch ads.
  7. MaikuTech

    MaikuTech TS Evangelist Posts: 1,044   +183

    heh yeah I have netflix because my mums wanted it for xmas 2010.
    8 years later I have never had major problems besides 2 price hikes.
    other than that I would stick with netflix unless they merge with comcast and start pulling ****.

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