Fox testing new TrueX ad format on Hulu programming. Det skriver SeekingAlpha på sin hemsida.
Fox (FOX +1.3%, FOXA +1.3%) is trying out a new ad model on Hulu — the streaming service competing against two rivals with no ads at all.
Fox subsidiary TrueX has a new ”engagement ad” that it will be introducing on Fox programs on Hulu, but making available to other media companies. It allows viewers the option of choosing a 30-second interactive ad rather than a longer ad load that usually accompanies the programs (if viewers aren’t already on the ad-free tier).
“The whole purpose is to get out this heavy ad-loading environment, where consumers are ad blocking and consumers are ad avoiding,” says TrueX chief Joe Marchese.
Snack maker Mondelez has signed up as a launch partner for the ads, which at first will only be on devices where clicking is easy before moving to set-top boxes.
Hulu — owned along with Fox by Disney (DIS +0.6%) and NBCUniversal (CMCSA-0.3%) — recently added two higher-priced tiers for ”limited” commercials or completely ad-free, though at its base it’s hoping to fix an interruptive ad model that is running into resistance as consumers adopt ad blockers.