{"id":3251,"date":"2018-12-11T11:03:39","date_gmt":"2018-12-11T11:03:39","guid":{"rendered":"https:\/\/www.thetripleplay.net\/blog\/?p=3251"},"modified":"2019-01-23T13:11:44","modified_gmt":"2019-01-23T13:11:44","slug":"running-ads-when-viewers-pause-streaming-content","status":"publish","type":"post","link":"https:\/\/www.thetripleplay.net\/blog\/internet\/running-ads-when-viewers-pause-streaming-content\/3251\/","title":{"rendered":"Running Ads When Viewers Pause Streaming Content"},"content":{"rendered":"<div id=\"attachment_2182\" style=\"width: 310px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/www.thetripleplay.net\" rel=\"attachment wp-att-2182\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2182\" class=\"wp-image-2182 size-medium\" title=\"Best Cable Deals \" src=\"https:\/\/www.thetripleplay.net\/blog\/wp-content\/uploads\/2017\/02\/Best-Internet-300x200.jpg\" alt=\"Cable And Internet Companies\" width=\"300\" height=\"200\" srcset=\"https:\/\/www.thetripleplay.net\/blog\/wp-content\/uploads\/2017\/02\/Best-Internet-300x200.jpg 300w, https:\/\/www.thetripleplay.net\/blog\/wp-content\/uploads\/2017\/02\/Best-Internet.jpg 700w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><p id=\"caption-attachment-2182\" class=\"wp-caption-text\"><em><strong>Video Streaming Services <\/strong><\/em><\/p><\/div>\n<p style=\"text-align: justify;\">As video viewing trait of consumers gravitates to on-demand streaming platforms or services, cable and internet companies will obviously get astute about how to keep generating ad revenue that would have otherwise come from traditional commercials.<\/p>\n<p style=\"text-align: justify;\">Reports\u00a0 say that Hulu and AT&amp;T<sup>\u00ae<\/sup> are apparently considering a type of advertisement that would run when customers pause a video content, such as a TV show on AT&amp;T\u2019s DIRECTV<sup>\u00ae<\/sup> or a movie on Hulu.<\/p>\n<p style=\"text-align: justify;\">\u201cAs binge-viewing happens more and more, it\u2019s natural they are going to want to pause,\u201d said the VP and Head of Advertising at Hulu, Jeremy Helfand, while speaking about cord cutters. As per Helfand, they will roll out \u201cpause ad\u201d sometime next year and the company hopes that it will give \u201ca natural break in the storytelling experience.\u201d<\/p>\n<p style=\"text-align: justify;\">AT&amp;T<sup>\u00ae<\/sup> also intends to introduce a similar type of advertisement in 2019 when an audience pauses a video. Matt Van Houten, the VP at AT&amp;T\u2019s advertising and analytics unit named Xander Media, said that, \u201cWe know you\u2019re going to capture 100 percent viewability when they pause and unpause. There\u2019s a lot of value in that experience.\u201d<\/p>\n<p style=\"text-align: justify;\">Of course, an adversarial relationship is at play here, with solid arguments on both sides. Audiences generally do not take to commercials, and a lack of them on major streaming platforms became an early selling point for cord cutting and sparked the adoption of On-Demand, Over-the-Top-TV many years ago.<\/p>\n<div id=\"attachment_2153\" style=\"width: 310px\" class=\"wp-caption alignright\"><a href=\"https:\/\/www.thetripleplay.net\/\" rel=\"attachment wp-att-2153\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2153\" class=\"wp-image-2153 size-medium\" title=\"Best Packages \" src=\"https:\/\/www.thetripleplay.net\/blog\/wp-content\/uploads\/2017\/01\/TV-Providers-4-300x200.jpg\" alt=\"Cable Providers\" width=\"300\" height=\"200\" srcset=\"https:\/\/www.thetripleplay.net\/blog\/wp-content\/uploads\/2017\/01\/TV-Providers-4-300x200.jpg 300w, https:\/\/www.thetripleplay.net\/blog\/wp-content\/uploads\/2017\/01\/TV-Providers-4-768x512.jpg 768w, https:\/\/www.thetripleplay.net\/blog\/wp-content\/uploads\/2017\/01\/TV-Providers-4.jpg 800w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><p id=\"caption-attachment-2153\" class=\"wp-caption-text\"><em><strong>High Speed Internet <\/strong><\/em><\/p><\/div>\n<p style=\"text-align: justify;\">Getting rid of advertisements is considered a perk now for a certain streaming service tier, such as \u201cNo Commercials\u201d of Hulu and YouTube Premium. Prior to the advent of streaming, viewing TV sans commercials was a key pillar of paying for a DVR service from any of the cable providers or, several years ago, recording people\u2019s favorite shows on VHS.<\/p>\n<p style=\"text-align: justify;\">Audiences expect that shifting to streaming services from cable and internet companies should translate to fewer advertisements, which makes this \u201cpause ad\u201d idea especially remarkable on several counts. At the same time, they have no easy way to keep producing topnotch shows and offering high-quality movies at the rate in which streaming platforms offer, without additional revenue streams.<\/p>\n<p style=\"text-align: justify;\">Netflix earlier said that it planned to produce original content, and that it has begun experimenting with running advertisements during Netflix Originals shows. Other companies have also begun running them on the home interface of their streaming service, and allowing production firms and studios to pay to endorse certain programs and movies.<\/p>\n<p style=\"text-align: justify;\">Companies could increase subscription prices, but subscribers might switch. So that would make it tougher to produce more video content, which in turn means that it will be less likely that new subs will sign up or previous subs will return. It is a cycle, which appears to indicate that creative ways to get viewers to watch ads is the easiest solution, despite the fact that not all viewers will appreciate it.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As video viewing trait of consumers gravitates to on-demand streaming platforms or services, cable and internet companies will obviously get astute about how to keep generating ad revenue that would have otherwise come from traditional commercials. Reports\u00a0 say that Hulu and AT&amp;T\u00ae are apparently considering a type of advertisement that would run when customers pause [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67],"tags":[191,147],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Running Ads When Viewers Pause Streaming Content<\/title>\n<meta name=\"description\" content=\"Customers nowadays have more avenues to watch what was once considered strictly cable TV content, on services of cable and internet companies. Now, cable providers also have to continue generating advertising revenue in creative ways. One way, going by AT&amp;T\u2019s and Hulu\u2019s strategies, is to make people pause a video\u2026\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thetripleplay.net\/blog\/internet\/running-ads-when-viewers-pause-streaming-content\/3251\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Running Ads When Viewers Pause Streaming Content\" \/>\n<meta property=\"og:description\" content=\"Customers nowadays have more avenues to watch what was once considered strictly cable TV content, on services of cable and internet companies. Now, cable providers also have to continue generating advertising revenue in creative ways. One way, going by AT&amp;T\u2019s and Hulu\u2019s strategies, is to make people pause a video\u2026\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.thetripleplay.net\/blog\/internet\/running-ads-when-viewers-pause-streaming-content\/3251\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog - Reviews, Comparison &amp; Latest News on Internet, Phone and Cable Service Providers\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Triple-Play-518047355193566\" \/>\n<meta property=\"article:published_time\" content=\"2018-12-11T11:03:39+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-01-23T13:11:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.thetripleplay.net\/blog\/wp-content\/uploads\/2017\/02\/Best-Internet-300x200.jpg\" \/>\n<meta name=\"author\" content=\"thetripleplay\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@TriplePlayDeals\" \/>\n<meta name=\"twitter:site\" content=\"@TriplePlayDeals\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"thetripleplay\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.thetripleplay.net\/blog\/internet\/running-ads-when-viewers-pause-streaming-content\/3251\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.thetripleplay.net\/blog\/internet\/running-ads-when-viewers-pause-streaming-content\/3251\/\"},\"author\":{\"name\":\"thetripleplay\",\"@id\":\"https:\/\/www.thetripleplay.net\/blog\/#\/schema\/person\/6df3ffde09ee20cb795ef4f81f653c18\"},\"headline\":\"Running Ads When Viewers Pause Streaming Content\",\"datePublished\":\"2018-12-11T11:03:39+00:00\",\"dateModified\":\"2019-01-23T13:11:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.thetripleplay.net\/blog\/internet\/running-ads-when-viewers-pause-streaming-content\/3251\/\"},\"wordCount\":515,\"publisher\":{\"@id\":\"https:\/\/www.thetripleplay.net\/blog\/#organization\"},\"keywords\":[\"Cable And Internet Companies\",\"Cable Providers\"],\"articleSection\":[\"Internet\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.thetripleplay.net\/blog\/internet\/running-ads-when-viewers-pause-streaming-content\/3251\/\",\"url\":\"https:\/\/www.thetripleplay.net\/blog\/internet\/running-ads-when-viewers-pause-streaming-content\/3251\/\",\"name\":\"Running Ads When Viewers Pause Streaming Content\",\"isPartOf\":{\"@id\":\"https:\/\/www.thetripleplay.net\/blog\/#website\"},\"datePublished\":\"2018-12-11T11:03:39+00:00\",\"dateModified\":\"2019-01-23T13:11:44+00:00\",\"description\":\"Customers nowadays have more avenues to watch what was once considered strictly cable TV content, on services of cable and internet companies. 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