In a statement on their site, streaming giant Hulu has announced that it will soon begin testing ‘Pause Ad’ – what is essentially a pop-up ad that appears on a pause screen and remains there until the program is resumed.
Hulu claims it “provides a non-intrusive, viewer-initiated ad experience that is both delighting to viewers and effective for brands.”
Testing has begun with brands like Coca-Cola and Charmin with the aim to provide “subtle and non-intrusive” during the pause, rather than disruptive ones with lots of audio and video.
The service intends to fully integrate them by the second quarter of this year on ‘select content’. Hulu’s biggest criticism over other streaming services is its subscription charges which include commercials on its cheapest tier.