Hulu is teaming up with Pizza Hut on a new type of in-context advertising that’ll let you order food during a commercial break — right from the screen you’re watching. The Pizza Hut ad is what Hulu is referring to as an “in-stream purchase unit,” which could be a game changer for the TV ad industry because it gives brands the opportunity to bypass “marketing” and go straight for the sale.

ACTIONABLE!NSIGHTS

• Mash-up: Hulu x Pizza Hut
• Customer Experience: Contextual and seamless ordering
• Customer Engagement: Hulu content
• Digital Behavior: Multi-screen consumption

Source: VentureBeat