Hulu's Pause Advertising that Refreshes

What Is Pause AdvertisingIf you have never heard of it before pause advertising is messaging that runs during the time viewers press pause on their remote or screenamp160 Hulu and ATampampT have both been testing these types of contextual ads with the belief that they might feel more relevant to viewersamp160 And they just mayThe philosophy behind pause advertising is that it is viewer initiated and comes at a time of transition where contextual advertising can be even more effectiveamp160 So it has greater resonance to the viewer while also creating more touchpoint moments for advertisersamp160 Pauseable moments can include a bathroom break or snack time when viewers leave the roomamp160 In Hulu39s preview videoamp160it can also be viewable during multitasking timesamp160 I can certainly relate to thatWhy Is it EffectiveFor programmers pause advertising also increases advertising inventory in what was until recently an unexplored area of content consumptionamp160while still providing an uncluttered viewing environmentamp160 This is welcome news at a time when viewers are pushing back on clutter through the use of fastforwarding and adfree subscriptions while networks are trying to find ways to shorten commercial pods while still meeting revenue goalsBut pausing also mutes audioamp160 To overcome that obstacle Hulu is featuring static slides without any need for audio along with a background gradient that distinguishes the ad from the content sceneamp160 This has gone through considerable testing and is proving to be effectiveamp160 quotWe know that brands are vying for consumer attention more than before and need opportunities to tell their stories in authentic and nonintrusive ways which is why Hulu is exploring formats like the pause adquot explained Jeremy Helfand Vice President and Head of Ad Platforms for HuluHow Is it MeasuredAt this time Hulu will be using impressions as the measurement metric for the two beta advertising clients probably using their own internal ad tech to do soamp160 I don39t know of any capability to measure during mute from any syndicated measurement services as of this time but hopefully if this type of advertising takes off syndicated measurement solutions will be developed so this type of advertising will become standard industry wideamp160 quotWe39re going to be constantly assessing and iterating on the pause ad so we may add additional metrics down the road for reportingquot stated HelfandConclusionAs one who accesses content online I have become used to advertising popping up preroll and midroll and as underlays while content streams There is something less intrusive about ads that display during muted moments because at that time I am temporarily opting out of the contentamp160anywayamp160 I suspect that pause advertising will feel less intrusive and disruptive to viewers and be effective amp8230 as long as they are still viewing the screen and not venturing off somewhere to get a beverageamp160 If they do maybe a seed will be planted as to which beverage that should beClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Hulu's Pause Advertising that Refreshes

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Charlene Weisler

Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

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Hulu's Pause Advertising that Refreshes

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Charlene Weisler

Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

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