I think they already started. I saw an ad on my pause screen just last week. It was for one of Directv's cinema on-demand movies. It was just a picture, not full motion video like the article states but looks like we're getting there.coming soon to att, hulu, ect ect
TV's Next Commercial Break Might Be the Pause in Your Binge (EXCLUSIVE)
basically everyone wants a new revenue stream and will put ads onto the pause screen