Hulu Offers Viewers Choice With Ad Swap

At the IAB MIXX Conference this morning during Advertising Week, Hulu announced Ad Swap, a new advertising product that allows watchers to swap out an ad they are watching for one that's more relevant.

As described on the Hulu blog by Hulu SVP of Advertising JP Colaco, "When an ad begins to play, a user can click on the Hulu Ad Swap icon in the top left corner of the player and bring up a number of ad choices, customized to that user's profile and previous ad viewing preferences."

In terms of advertiser cost, Colaco goes on writing, "The advertiser whose ad initially began to play is not charged for that impression. This is a win-win scenario for both the user, and for the advertiser. The user now has ultimate control over their ad experience and the advertiser does not have to pay for an impression that would have been wasted."

Will you use the new Hulu Ad Swap for your advertising needs?