Report: Pause Ads Could Be Coming to Hulu & DIRECTV NOW Next Year

In a report by Variety, both AT&T and Hulu are expected to launch ‘pause ads’ that display when a user pauses either a live or recorded show.

Unlike ‘pause ads’ introduced by TiVo in the early 2000’s, these would be more full motion and personalized based on viewing and purchasing habits. Hulu expects “more than half of advertising revenue come from non-disruptive experiences over the next three years.”

It is not a surprise that vMVPDs would be more aggressive in advertising during their streams. Most services continue to lose money every month as costs of programming continue to rise.