Fox and Hulu are teaming up with Fox-owned true[X] to bring engagement ads to viewers. You can chose one 30-second ad or two minutes’ worth of ads.
“It’s always great to be working with leading industry partners like Hulu that share our dedication to viewer experience,” said Joe Marchese, president, Advanced Advertising Products at Fox Networks Group and founder of true[X]. “Digital video is an on-demand, non-linear medium, and having an ad format that fits this experience is a win for advertisers, publishers, and viewers alike.”
This move is on top of Hulu’s recent move to offer an ad-free option earlier this year if you are willing to pay a little extra.
Not much is known about how the engagement ads will work, but a Fox Network Group employee told Deadline, “the engagement advertising technology is superior to traditional digital advertising because it’s 100% viewable, 100% bot-free, and guarantees the full attention of the viewer.” So you will likely play along or maybe answer a question before the ad starts. We will have to wait and see how they play out.