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Hulu will soon show users ads when videos are paused

Hulu is preparing to roll out a new advertising format that users will notice when they pause a video.

The new advertising unit isn’t a video, like Hulu subscribers are accustomed to, but is similar to a pop-up. When a user pauses a video, an image will appear on-screen that acts as a transparent banner ad. An example can be seen above.

Vice president and head of advertising platforms Jeremy Helfand told TechCrunch the new ad format is like “a car billboard on the side of the road” that catches someone’s attention. The ad won’t appear until a few seconds after the user hits pause, and the goal is to keep the advertisement somewhat related to what people are watching. Helfand noted in a blog post on Hulu’s website that the company...

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