Fox Debuts true[X] Engagement Ads On Hulu

Mondelēz International Campaign Highlights Company’s Leadership in Consumer Driven, On-Demand and Interactive Content Programming

LOS ANGELES--()--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 is superior to traditional digital advertising because it’s 100% viewable, 100% bot-free, and guarantees the full attention of the viewer. This continues Fox’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 powerhouse Mondelēz International has committed to advertising its brands 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 Mondelēz 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 & Media Lead at Mondelēz 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.

About Fox Networks Group

Fox Networks Group is a primary operating unit of 21st Century Fox (NASDAQ:FOXA) and consists of Fox Television Group (FTG), which includes Fox Broadcasting Company (FOX) and 20th Century Fox Television; FOX Sports Media Group, the company’s national and regional programming services; FOX International Channels; and Fox Networks Engineering & Operations. These units produce, program and transmit much of America’s most popular entertainment, sports and information content via 44 owned-and-operated and joint venture TV networks, video on demand and other media platforms. Fox Networks Group channels span FX, FXX, FXM, National Geographic Channel, Nat Geo WILD, Nat Geo Mundo, FSN and 22 regional sports networks, FOX Sports 1, FOX Sports 2, FOX Soccer Plus, FOX College Sports, FOX Deportes, FOX Life, Baby TV, BTN (co-venture with the Big Ten Conference). Digital broadcast and network extensions include BTN2Go, FOX NOW, FOX Soccer 2 Go, FOX Sports GO, FXNOW, and Nat Geo TV. FOX International Channels features more than 300 networks in over 180 countries across Latin America, Europe, Asia and Africa. The division also includes true[X], the leading engagement advertising company that specializes in ad formats for on-demand media and Fox Sports Enterprises, which manages interests in sports franchises.

About true[X]

true[X] delivers effective advertising for on-demand, interactive media. We believe that ads should be enabling rather than interruptive, and have built the definitive engagement advertising system around our core product of true[ATTENTION], which delivers on the promise of “zero waste” advertising. true[X] provides the best advertising experience for consumers, the best monetization for premium publishers and the best return for brand advertisers.

Originally founded in 2007, true[X] pioneered the engagement-based ad model and is headquartered in Los Angeles and New York, with offices in Chicago, Atlanta, Detroit and Seattle. true[X] is an independently run subsidiary of 21st Century Fox. For more information, visit or follow us on Twitter @truex.


Fox Networks Group
Jonathan Bing, 310-369-1274


Fox Networks Group
Jonathan Bing, 310-369-1274