• by Wayne Friedman , November 4, 2015

For Fox TV shows on Hulu, consumers can now chose to watch one 30-second interactive “engagement” TV commercial instead of watching several traditional TV commercials in a program.

Global snacking/food company Mondelez International is the first marketer that has committed a number of its brands for these engagement units on Hulu, the premium digital video platform co-owned by Walt Disney, Comcast’s NBCUniversal, and 21st Century Fox.

Viewers can select a 30-second ad instead of 2 minutes and 30 seconds of traditional ads that comes with streaming Fox TV shows on Hulu. Fox says this push will help reduce ad clutter and “interruptive” advertising.

The engagement ads are powered by technology from true[X], a subsidiary of 21st Century Fox, headed up by Joe Marchese. Marchese sold his true[X] company to Fox last December. Additionally, he took a senior executive position at Fox.

“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,” stated Marchese, president, advanced advertising products at Fox Networks Group.

Fox says this engagement advertising technology is superior to traditional digital advertising “because it’s 100% viewable, 100% bot-free, and guarantees the full attention of the viewer.”