Fox announced a new ad format for its content on Hulu.
Fox Networks Group today announced that users of Hulu will have the option to choose engagement ads when they watch Fox content.
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The engagement ads are powered by technology from true[X], a subsidiary of 21st Century Fox. The viewers can select a 30-second engagement ad instead of 2 minutes and 30 seconds of traditional interruptive ads.
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. This continues Fox’s push to reduce ad clutter and interruptive advertising overall.
“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.”
“Like Hulu, true[X] has been a pioneer of interactive advertising formats. We are pleased to partner with true[X] to bring choice based advertising to viewers watching Fox Networks Group Content.” said Mike Hopkins, CEO, Hulu.
Global snacking company Mondelēz International has committed to advertising its brands first in the new engagement ads.
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For Hulu users, this means there are new ads on the way that try to capture your attention, but only for a much shorter time than these current interruptive ads.