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–(BUSINESS WIRE)–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