Hulu's Pause Ads Move Out of Beta, With More New Formats in the Works

Next up are binge ads, with a ‘transactional’ rollout planned for 2020

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Hulu has already announced two new ad formats this year—pause ads, which are activated when a user hits the Pause button; and binge ads, which tailor their content to viewers’ streaming behavior. As its pause ad offering moves out of beta, the streaming service is now working on other formats, including a “transactional” one that will direct viewers to a second screen to interact with advertisements.

The new offering, which Hulu head of advertising platforms Jeremy Helfand said is being called a “transactional ad format,” will allow viewers to use another device to interact with a brand’s messaging on their own terms.



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