Tubi has confirmed that it plans to introduce a Pause Ads format later this year. Tubi, along with Pluto TV, are two of the more popular free streaming services around, and both of them rely heavily on ads to generate revenue in replace of a paid subscription.
When it comes to the ad experience, this is one of the areas where these free streaming services can majorly differ. For example, we took a closer look at the ad experience on Tubi and on Pluto TV and found Tubi to be the better option overall. Put simply, there tends to be fewer ad breaks during a video, and the ad breaks don’t tend to last as long either.
Of course, fewer ad breaks that don’t last as long are not the best solution for revenue and it now looks like the Fox Corporation-owned free streaming service plans to improve this issue through the use of Pause Ads. This ad format is exactly like it sounds, and is basically where an ad is shown on the screen while a video is paused.
Tubi didn’t specifically state when Pause Ads will go live, but did say that the current plan is to launch them “later this year.” At which point, users can expect to see a full-screen advert after pausing what they are watching. According to Tubi, the addition of Pause Ads will make it possible for advertisers “to reach every viewer.”
Depending on the streaming services you are already using, you may have already seen this format in action. For example, Hulu is one of the services that routinely shows ads while a video is paused.
Pause Ads was only one of the new advertiser-friendly features that Tubi announced today, as it also confirmed integration with VideoAmp’s video planning tool as well as support for LiveRamp TV Activation and Alternative Audience Measurement.
However, with these more focused on data collection and cross-platform unison, Pause Ads is the only one that Tubi users should actually notice while using the free streaming service.