Advertising on Hulu is about to get a little bit better.
The company will now allow users to swap out one ad for another one, Jean-Paul Colaco, senior vice president of advertising announced at the IAB MIXX conference Monday morning.
In the past, Hulu allowed users to choose what type of clip they wanted to see, but they were stuck with that content once they chose.
The new feature allows users to change the ad midstream.
“If you’re watching it and it may not be relevant, you can immediately swap in to another ad,” Colaco said. “Who doesn’t like the gecko from Geico? A very simple concept that is always there for you. You don’t have to interact with it, but you can interact with it to increase the relevancy of what you see. We’re allowing them to choose a better ad for them.”
Advertisers will not be charged for an impression if the ad is swapped out.
Early testing shows that a 2x effectiveness for the same ad on the same piece of content when it is swapped out.
Here’s a short video explaining the ad swap.
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