Hulu's New 'Pause Ad' Experience Coming Q2 2019, Will Not Play Audio/Video Every Time You Pause

Discussion in 'iOS Blog Discussion' started by MacRumors, Jan 31, 2019.

  1. MacRumors macrumors bot


    Apr 12, 2001

    Last month, Hulu began talking about a new form of advertising it had in the works that it called "pause ads." At the time, the company said it tested numerous versions of the format, but they all boiled down to showing subscribers some form of advertising every time they hit pause on a video in Hulu.


    The final version of pause ads has now been decided, and they'll begin rolling out in the second quarter of 2019. When they do, pause ads will not play video or audio when you pause a show or movie in Hulu, but instead they will showcase static images with taglines from various brands.
    Hulu says pause ads will be "contextually relevant" and have background gradients that change to distinguish the ad from the paused scene. The company calls the ads "non-disruptive", and the final form was decided upon after extensive user testing found that consumers preferred ads that don't play extensive audio and video when pausing movies and TV shows.

    The first two brands to debut with pause ads will be Charmin and Coca-Cola. When pause ads roll out they will appear within "select content" in Hulu's streaming library, presumably for those subscribed to Hulu With Limited Commercials. In today's press release, an example of a pause ad is shown in the Hulu Original show Marvel's Runaways, so it appears that even Hulu's own original content will have the new ads.

    Article Link: Hulu's New 'Pause Ad' Experience Coming Q2 2019, Will Not Play Audio/Video Every Time You Pause
  2. Ellis.adam macrumors newbie

    Jun 13, 2016
    So when I want to pause a TV show because I get a phone call and can’t hear, now I’m going to get a loud commercial? Sounds great
  3. earthTOmitchel Contributing Editor


    Staff Member

    Mar 6, 2015
    "...pause ads will not play video or audio when you pause a show or movie in Hulu, but instead they will showcase static images with taglines from various brands."
  4. djeeyore25 macrumors 6502


    Dec 23, 2014
    New York City
    It's fitting that Hulu considers Charmin a "contextually relevant" sponsor for their offerings.
  5. keysofanxiety macrumors G3


    Nov 23, 2011
    What an absolute crock. Ads aren't an experience or "delighting to viewers". They're an intrusion, however you try and spin it.
  6. dominiongamma macrumors 65816

    Oct 19, 2014
    Tempe, Arizona
    Well people should pay to remove them, Hulu needs to make money somehow
  7. RobNYC macrumors 6502

    May 28, 2008
    New York, NY
    Yeah, you have the option to pay for add free content on Hulu so the choice is yours.

    This new thing doesn't bother me if this means that you use up the allotted ads in pause mode and reduce the ads when actually watching.
  8. nburwell macrumors 601


    May 6, 2008
    I'm going to go under the assumption that those of us paying $12/month for the no ad Hulu plan will not see these "static ads?"
  9. MikeVarney macrumors member

    Jun 17, 2009
    The title of the story, the image, AND the text of the story all contradict this. You're 0/3.
  10. 12vElectronics macrumors 68040


    Jul 19, 2013
    Will these be shown to people who pay Hulu monthly?
  11. willmtaylor macrumors G3


    Oct 31, 2009
    A Natural State
    Batting 1000. o_O
  12. thisisnotmyname macrumors 68000


    Oct 22, 2014
    known but velocity indeterminate
    I'm not a Hulu fan by any means (I see it as legacy TV trying desperately to keep a toe-hold as the industry moves on) but my partner subscribes. Maybe this will end Hulu in our household entirely.
  13. sinsin07 macrumors 68040

    Mar 28, 2009
    It's OK to be the first post.
    Not OK to get it wrong.
  14. lederermc macrumors 6502


    Sep 30, 2014
    Adverts are justified when you're not paying to watch like OTA. When you pay for Hulu and you pay for bandwidth the Adverts because an affront, and a good reason to watch another service such as Netflix or Amazon or HBO or Showtime or Starz etc.
  15. erinsarah macrumors 6502

    Mar 17, 2011
    I don't see much of an issue with it. Whether you're looking at a paused image of the show you're watching, or a picture of toilet paper, it shouldn't matter so long as you're not missing the show while you're waiting for your popcorn to microwave.

    What I REALLY, REALLY wish Hulu, and others like it, would do is SELL MORE ADS. Seriously. These streaming apps each seem to have less than a dozen ads that they cycle through over and over and over again. I mean how many times can I see the same gaggle of hipsters walk into a room where they are amazed by the same lousy collection of Chevy SUVs hiding behind a wall? I get it...Chevy is swell. Move on.
  16. Spock macrumors 68000


    Jan 6, 2002
    What you don’t know is this isn’t the new F-150 it’s the new Silverado! But really, a static ad when I pause is not a big deal, I’m going to do something away from my tv if I’m pausing it anyway. I wouldn’t even mind a static ad in the corner of the show if it meant no full on interruptions.
  17. ignatius345 macrumors 68000

    Aug 20, 2015
    For now. What do you want to bet they'll start pushing this boundary in the future to see what people will tolerate. Marketer parasites never, ever stop. All I'll say is, thank god there's an affordable ad-free option in Hulu.
  18. Lazy macrumors 6502

    May 27, 2003
    Silicon Valley
    “extensive user testing found that consumers preferred ads that don't play extensive audio and video when pausing movies and TV shows.”

    That’s pretty funny. I can’t imagine how the testing needed to be more extensive than blaring an ad at one test subject one time when they tried to pause and getting the response “What the F is this BS?” to figure out everyone would really hate that.
  19. C DM macrumors Sandy Bridge

    Oct 17, 2011
    Unless part of the reason you are pausing is to look at something on the screen, which might now be covered up by an ad instead.
  20. AngerDanger macrumors 68040


    Dec 9, 2008
    The ad shown in the image isn't contextual enough! :mad: I won't be happy until advertisers' products are intelligently added into the scene every time I pause my shows!


    Much better!
  21. itr81 macrumors regular

    Jul 12, 2010
    Just another reason not to use Hulu. They must be hurting for money
  22. 827538 macrumors 65816

    Jul 3, 2013
    Between adblockers, ditching live TV, Netflix, Amazon Prime I haven’t viewed adverts in years.

    I’ll never subscribe to Hulu. I still can’t wrap my head around how so many of us paid for advertising (cable/satellite) for so long. Especially as you can just put up an antenna for free and get HD quality broadcasts.

    Still, the future is commercial free in my opinion. As soon as Netflix or Amazon pushes commercials I’ll drop them instantly and go back to getting free trials.
  23. C DM macrumors Sandy Bridge

    Oct 17, 2011
    HD quality broadcasts haven't been around for that long, but even that aside, with an antenna you are basically limited to a few local channels and that's really it--certainly might be enough for some, but nowhere close to what many others might like to watch.
  24. imola.zhp macrumors 6502a


    Jun 1, 2010
    Mud Island (Memphis), TN
    As much as I hate advertising, I really really hate it, this is pretty genius of whoever came up with it. I hope they were well compensated for the idea.

    As others have stated, for those of us paying for commercial-free Hulu, this will be a deal breaker if it shows up on my screen.
  25. linkmaster02 macrumors member

    Apr 14, 2009
    Thank the porn industry. They've been doing this for years!

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