Streamers Are Looking to Play Commercials When Content Is Paused
I don’t think I know anyone who likes ads. I know plenty of people who tolerate them, and I know plenty who loathe the interruptions to their content. Now, it looks like streaming services are wanting to add to or change how ads are viewed. AT&T and Hulu are both looking to unveil a “feature” that will play ads when users pause the content. The idea would be that advertisers would have to make shorter ads to play as viewers stretch or get snacks or go to the bathroom. However, it would also increase ad viewing as the viewers are there to pause and unpause. Vice president and head of advertising for Hulu, Jeremy Helfand, said, “As binge-viewing happens more and more, it’s natural they are going to want to pause.” His thought is when we pause, that’s a natural break in the story and so people won’t be as angry about the ads.
Matt Van Houten at Xandr Media which is AT&T’s advertising division said:
The sad reality of things is that if you want to consume content legally, you must be willing to pay the price with either money (aka higher subscription fees) or time (aka ads). If they change the format to only be “pause ads” then I would actually not mind it too much. I could control when ads popped up which would help intense moments to not be ruined. Sounds like a better go than the current system, as long as the ad blocks aren’t two minutes anymore.