“Our findings indicate that consumers aren’t anti-advertising. They’re pro-content, as long as it’s relevant and non-disruptive to them,” said Matt Van Houten, SVP of Product Development for Xandr. “When we conducted research for Xandr’s Relevance Report, we found that 73% of consumers surveyed dislike ads that interrupt what they’re doing; therefore, Pause Ads are very much about the right message at the right time.”
These ads are also being rolled out to Epix and STARZ today when you pause your show or movie.
Here is how AT&T describes its new pause ads:
- Relevant messages delivered to audiences based on user-initiated behavior, regardless of what they’re watching
- Premium, brand-safe, cohesive ad experience across TV and digital
- New, innovative ways for advertisers to distribute customizable creative and connect with consumers outside of standard in-stream commercial breaks
- Animated formats without sound that are visually engaging, while remaining respectful of the viewer
AT&T says Pause Ads offer benefits to both consumers and advertisers. AT&T is not alone in this hope Hulu now for most of a year has been running similar ads when you pause on its limited commercial plans. AT&T is hoping that these ads will help bring in some needed income without needing to raise its price for services like DIRECTV and AT&T TV NOW.
Have you seen the new ads? Leave us a comment and let us know what you think.
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