The online video network found 88 percent of its visitors prefer to see a two-minute ad before a video than to see four 30-second ads spread throughout the video. The finding is specific to 22-minute programs.

“The opt-in rate is proving this is something people want,” Hulu spokesperson Christina Lee tells AdAge. “We are trying to break down a lot of these very traditional ways of thinking about advertising,” she adds.

Hulu is also experimenting with letting users select the type of ad they see — something it believes increases engagement.

We suspect it may just increase trips to the kitchen to make a snack. But hey, whatever they want to believe.

(Via Silicon Alley Insider)

Related posts:

1. VIDEO: Terrafugia Transition, the Flying Car of the Future
2. The Music Industry thinks it can create a Hulu for Music Videos
3. Fail: new study claims online video massively overstated