FNG Debuts True[X] Engagement Ads On Hulu

Fox Networks Group (FNG) today announced that for the first time, viewers of premium streaming TV destination Hulu will have the option to choose engagement ads when they watch Fox content.

The engagement ads are powered by technology from true[X], a subsidiary of 21st Century Fox. The viewers select a 30-second ad instead of 2 minutes and 30 seconds of traditional interruptive ads. The engagement advertising technology, FNG said, is 100% viewable, 100% bot-free, and guarantees the full attention of the viewer. FNG said this continues the company’s “push to reduce ad clutter and interruptive advertising overall.”

“It’s always great to be working with leading industry partners like Hulu that share our dedication to viewer experience,” said Joe Marchese, president, advanced advertising products at Fox Networks Group and founder of true[X]. “Digital video is an on-demand, non-linear medium, and having an ad format that fits this experience is a win for advertisers, publishers, and viewers alike.”

“Like Hulu, true[X] has been a pioneer of interactive advertising formats. We are pleased to partner with true[X] to bring choice based advertising to viewers watching Fox Networks Group Content.” said Mike Hopkins, CEO, Hulu.

Global snacking brand MondelÄ“z International has committed to advertising in FNG engagement units on Hulu at launch. “We’re excited to be involved as one of the first brands in this partnership,” said Farrah Bezner, marketing director for Halls & Candy at MondelÄ“z International. “Creating content that consumers will enjoy and engage with is critical for brands like Swedish Fish and Halls, so we’re constantly seeking out these new types of programs.”

“Consumers are more empowered than ever before to improve their viewing experience,” said Laura Henderson, global content and media lead at MondelÄ“z International. “We’re excited to partner with Fox, true[X], and Hulu to shape the future of content and ad formats that will bring more value to our consumers.”

Terms of the partnership have not been disclosed.