Hulu and AT&T to try "pause-vertising" -- advertising while a TV show is paused

Variety

"Imagine an ad for soda or beer that comes on the screen just as you decide to stop the action during a run of an episode of Black-ish on Hulu to go to the kitchen for a snack, or a pitch for toilet paper that begins to move in the moments before you choose to halt the video stream for a bathroom break," reports Brian Steinberg. "And yet, there’s no guarantee viewers will welcome 'pause-vertising' any more than they do the current crop of 30-second pitches."