Stop. This might be a good time for a commercial.
Consumers are increasingly resistant to sitting through a traditional commercial break, but what if they were given the option of watching a commercial during breaks of their own?
AT&T’s Xandr ad-tech unit has begun selling a new version of what has been called a “pause ad,” or a commercial put in front of modern video-surfing consumers when they decide to use the remote to call for a stop in their viewing action. Hulu has used viewer pauses to post a static, translucent image over the inactive screen for advertisers like Coca-Cola or Procter & Gamble. But AT&T is taking things a step further: Thirty seconds after a customer of the company’s video services calls for a pause, a video ad starts to run with full sound and motion.
“That’s a non-interruptive ad. It’s very high value.
Consumers are increasingly resistant to sitting through a traditional commercial break, but what if they were given the option of watching a commercial during breaks of their own?
AT&T’s Xandr ad-tech unit has begun selling a new version of what has been called a “pause ad,” or a commercial put in front of modern video-surfing consumers when they decide to use the remote to call for a stop in their viewing action. Hulu has used viewer pauses to post a static, translucent image over the inactive screen for advertisers like Coca-Cola or Procter & Gamble. But AT&T is taking things a step further: Thirty seconds after a customer of the company’s video services calls for a pause, a video ad starts to run with full sound and motion.
“That’s a non-interruptive ad. It’s very high value.
- 12/10/2019
- by Brian Steinberg
- Variety Film + TV
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