See ads only when you pause (Hulu)

In the second quarter of 2019 Hulu plans to introduce new type of their ads called "pause ads". Taking into account that around 40% of users were willing to pay extra for ad-free environment, it is definitely worth it to spend time on new advertising ideas that  might create less uncomfortable experience for viewers. This initiative seems to be extremely exciting according to the vice president of product at Xandr Media, AT&T’s advertising division Matt Van Houten.

“We know you’re going to capture 100% viewability 

when they pause and unpause.” 

Matt Van Houten 

Even though this activity seems plausible for its creators, users have multiple concerns.

"Wait. I often hit Pause, so I can have silence without missing something in order to take a call, have a conversation, or something else." 

Adrienne G.

Summing up comments and multiple reviews, several main issues anticipated by viewers were revealed. They are:

• this type of an ad being added to their ad-free subscriptions;

• in order to eliminate this ad users will have to pay more;

• advertising will be too loud, but quite often people pause for a phone talk or to help a child. Even though it is possible to mute, it presupposes extra time and effort;

• necessity to finish watching 1, 2, or 3 ads before being able to resume.

Fortunately, according to one of the latest articles, final decision was based on user testing and all of the above-mentioned points of view were taken into account. Hulu decided not to play video ads that are usually disturbing and accompanied by loud audio, but to show static branded images. People will never be happy with watching ads, so even in this strategy they found a downside. It is related to inability o pause video in order to be able to study in detail something related to a movie. 

However, we need to think not only about customers experience, but also about efficiency. I strongly doubt the statement about 100% viewability, since while taking break people tend either go away from their computers or be concentrated on another task. While ad just interrupt a video and user cannot have control over its length, it is a higher probability that he or she will watch it till the end. 

Even tough this move might be questionable, it can lead to a necessary experience and generate more efficient solution in the future.