Hulu is investing heavily in original and exclusive programming, such as "LXD," "A Day in the Life," and "The Morning After," said Kevin McGurn, VP Ad Sales at Hulu, while speaking at a Beet.TV Online Video Leadership webcast in New York last month.
"We have quite a few in the development queue moving forward. We are happy with what we have done so far," he said. The key to success is, not surprisingly, quality. McGurn pointed to the recent series "The Confession" on Hulu starring Keifer Sutherland, citing it as a top 10 show when it aired. Hulu sells those directly to advertisers, many of whom have renewed in other shows, he added.
CBS too is selling Web originals to advertisers, but measurement remains a complex issue since overall audiences are small. However, CBS's Ken Lagana, SVP Sales for CBS Interactive, said most sponsors are buying a 360-degree package and measuring success based on interaction on mobile phones and online, as well as Facebook likes and other metrics.
This video is a highlight of the August 23 Beet.TV Online Video Leadership webcast. The entire session can be found here.