US streaming service Hulu is aiming for half its advertising revenue to come from a non-interruptive model in the next three years, a move dubbed a "moonshot" by Peter Naylor, Hulu's senior OTT of ad sales. He said the recent introduction of the pause ad, which appears at the side of viewers' screens, was among the solutions that would help achieve the goal, and added as long as ads remained "thoughtful and relevant", audiences would tolerate them. Ad revenue for Hulu reached $1.5bn in 2018, while direct-to-consumer and performance marketers increased 85% YoY.
US streaming service Hulu is aiming for half its advertising revenue to come from a non-interruptive model in the next three years, a move dubbed a "moonshot" by Peter Naylor, Hulu's senior VP of ad sales. He said the recent introduction of the pause ad, which appears at the side of viewers' screens, was among the solutions that would help achieve the goal, and added as long as ads remained "thoughtful and relevant", audiences would tolerate them. Ad revenue for Hulu reached $1.5bn in 2018, while direct-to-consumer and performance marketers increased 85% YoY.