Advertisement of video distribution changed to 'display at the timing of pause'?

Variety reports that Hulu, a video distribution service and AT & T, a telecommunications company, are considering a new strategy to display "advertisements" at the timing when they pause at the time of movie viewing.

Hulu, AT & T to Run Ads in 2019 When Viewers Pause Their Streaming TV - Variety
https://variety.com/2018/tv/news/pause-advertising-hulu-att-streaming-commercials-1203079321/

Mandatory display of "advertisement" is a place that many users dislike, but monetization by advertisement is an inevitable task in commercial services. Hulu, a video distribution service, said it is considering a new strategy to display advertisements when the user pauses playback of the movie being watched. "As the viewing experience increases, the user wants to temporarily stop (movie playback)," said Jeremy Hellfund, vice president of Hulu's advertising platform, said that "pause ads (pose advertisement) "is more promising than the current 30-second advertisement.

We also agree with AT & T with DirecTV and U-verse as to the usefulness of suspension advertisements. Matt Van Houten, vice president of AT & T's advertising department, says, "We know that 100% visibility can be secured at the timing of suspension and temporary suspension, there is great" value "in that experience In the light of user behavior, we are expecting the effect of pause advertisement.

In the video distribution service, forcible advertisements (mid-roll advertisements) that are inserted suddenly during movie playback are getting widespread, but the reputation of a method of cutting viewing experiences is not good. Compared to mid-roll advertisements, advertisements displayed at the timing of pauses can attract users' attention without compromising the user experience, and advertising effectiveness may be high.

If Hulu and AT & T 's attempt is successful, it seems that even a video distribution service that adopts a business model without advertisement as a paid service can be a relatively small risk profit model that can expand opportunities for revenue.