AT&T starts showing pause ads with motion and sound on DirecTV

AT&T starts showing pause ads with motion and sound on DirecTV 1

This is significantly different from how Hulu does things. With Disney’s service, pause ads are only part of the experience if you stick with the base $6 per month tier. Additionally, there’s no sound or motion with Hulu’s pause ads; they’re static images that take over part of your screen. However, Brian Lesser, the CEO of AT&T’s Xandr advertising division, contends the telecom still sees the new ads as “non-interruptive.” Lesser went on to claim that research suggests people “would rather see immersive advertising than a freeze-frame of a screensaver of something else.”

Recent history suggests most people would probably disagree with Lesser’s assessment. When Netflix tried running promos between episode breaks last year, the small subset of users the company tested the feature with were livid. There’s obviously a very delicate balance content providers have to strike with ads. And if AT&T’s forums are any indication, the company hasn’t found that balance just yet. What’s more clear is that pause ads are the new normal. AT&T told Variety it will likely provide further details on the platform at CES in January.

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CryptoCurrencyUSDChange 1hChange 24hChange 7d
Bitcoin29,699 0.06 % 1.07 % 2.63 %
Ethereum1,959.0 0.35 % 0.18 % 6.50 %
Tether1.001 0.11 % 0.07 % 0.05 %
BNB327.52 0.18 % 1.16 % 6.84 %
USD Coin0.9989 0.16 % 0.08 % 0.04 %
XRP0.4065 0.11 % 0.37 % 7.43 %
Binance USD1.001 0.15 % 0.13 % 0.06 %
Cardano0.9566 0.22 % 0.68 % 6.96 %
Solana48.51 0.41 % 1.04 % 15.51 %
Polkadot9.970 0.07 % 0.58 % 9.78 %

Bitcoin (BTC) $ 29,651.00
Ethereum (ETH) $ 1,955.75
Tether (USDT) $ 1.00
BNB (BNB) $ 326.86
USD Coin (USDC) $ 1.00
XRP (XRP) $ 0.405488
Binance USD (BUSD) $ 0.999967
Cardano (ADA) $ 0.51501
Solana (SOL) $ 48.41
Polkadot (DOT) $ 9.97