Audience Growth Coincides With Hulu’s Expanded Programmatic Offerings

As Hulu’s audience has continued to grow, the company has been building up its sales efforts and offerings for programmatic advertising transactions. “So now that we have that kind of scale we want to make sure that we’re maximizing it from an advertising perspective,” says Anthony Laurenzo. Hulu has had programmatic capabilities since 2014 but […]

 
 

Transparency, Speed Driving CTV And OTT Growth: Telaria’s Lowy

PHOENIX – The two main attributes of connected television and OTT for advertisers are transparency and speed, says Adam Lowy, who’s witnessed the growth of convergence on the publisher side and now at software platform Telaria. Lowy joined Telaria in the fall of 2018 from Dish and its Sling TV service, where he had been […]

 
 

Sleep Number Is First To Use BrightLine’s New Single-Click Ad Format On Hulu

Sleep Number is the first marketer to use BrightLine’s new single-click-contact advertising offering on Hulu for viewers who want to receive product information via email. “It’s exciting because it’s in line with the way that direct-to-consumer brands operate in the marketplace,” says BrightLine Founder & CEO Jacqueline Corbelli. The new solution is a “seamless overlay” […]

 
 

Hulu Embraces Automation, Carefully: Fleming

PHOENIX — Advertisers want choice, control and freedom to buy using automated technology platforms – but that doesn’t mean Hulu is going to let just anyone purchase its ad space. The online TV provider last month announced it made $1.5 billion in ad revenue last year, a rise of 45%, increasing it advertiser base by 50%. In […]

 
 

As Streaming Choices Expand, Viewers Want Better Search And Recommendation: Turner’s Beck

LAS VEGAS—As major media companies prepare to offer consumers more direct-streaming video choices, they should be thinking about improving content search and viewing recommendations, according to Turner’s David Beck. Success will hinge on “Who makes it easy, frictionless for people to get to the content they want to, consume it, share it and engage with […]

 
 

Hulu Beta Testing New Attribution Offering And ‘Pause Ads’

LAS VEGAS—With a “nice running start” of 11 years in the streaming video wars, Hulu is beta testing an attribution offering to correlate advertising exposures to advertisers’ business outcomes. Hulu announced the offering at CES 2019 as it revealed a subscriber base of 25 million, representing “pretty dramatic growth” of eight million year-over-year, SVP of […]

 
 

What Is ‘TV’? Hulu, FreeWheel, dataxu, comScore, 4C Execs Discuss

SAN JUAN — If you listen to the tech crowd and if you look at some of the consumer behavior, TV is “dying”. But, if that is the case, how do you explain Netflix? Many executives in the industry have long since moved on from using “TV” to describe the box in the living room connected […]

 
 

Disney+ A ‘General Entertainment Brand’ For Families, Says Sales Chief Ferro

When The Walt Disney Company launches the Disney+ direct-to-consumer streaming service in late 2019, it won’t be advertising-supported. But Disney Advertising Sales is already talking to brands that want to “experience the Disney customer far and away beyond just the traditional advertising,” says sales chief Rita Ferro. Disney+ will be the third piece of a […]

 
 

Hulu’s DeTraglia On Using Probabilistic Data To Track Co-TV Viewing

SAN JUAN, Puerto Rico—All the first-party television viewing data in the world won’t parse out co-viewing by individual human beings. In the meantime, Hulu is working with third-party providers like Comscore and Nielsen “to get at who are the people who are most likely to be sitting in the room,” says the OTT pioneer’s Head […]

 
 

Fox’s Callahan Discusses The Challenges Of Ad Loads, Choices Across Platforms

While the “pendulum swing has happened” regarding the continued shift to connected-TV devices, it’s trickier to adjust ad loads than on traditional linear programming. “Where does it work and where can you deploy it I think is still a bit of a challenge,” says Fox Networks Group’s Dan Callahan. For advanced targeting of TV audiences, […]

 
 

A ‘Resurgent’ comScore Plans Currency, Planning Solutions: CEO Wiener

With the race for cross-screen audience measurement becoming more of a marathon than a sprint, under new CEO Bryan Wiener comScore has both feet in the game. Those would be its digital and television penetration and the granularity of its consumer behavior data. “The genesis behind the comScore-Rentrak merger was brilliant,” Wiener says in this […]

 
 

BrightLine’s Corbelli Handicaps The Jockeying For Advanced TV Supremacy

When Jacqueline Corbelli founded BrightLine in 2003, television was a predictable if restricted experience for viewers, advertisers and content owners. Now, however, “Pandora’s out of the box,” Corbelli says as she observes the titanic machinations of media companies to keep up with contemporary viewing habits. Corbelli puts reasons for all those machinations into three buckets: […]

 
 

Hulu Hopes comScore’s Campaign Ratings Quantify Shared Viewing

With 78% of its viewing happening on living room television sets, Hulu has a big stake in solutions like comScore’s soon-to-launch Campaign Ratings tool for measuring de-duplicated, cross-platform audiences. “I would say that there has been a lot of progress” in cross-screen measurement, says Hulu’s Julie DeTraglia. “I will give the industry all of the […]

 
 

Hulu Expanding Interactive Ads To Augment ‘Purposeful Viewing’

Amid the seemingly unending competitive jostling among its constituent owners, Hulu has kept its focus on one thing: giving advertisers and viewers as many choices as possible. Having rolled out interactive ad units earlier this year that enabled viewers to buy movie tickets with their television remote control, “We’re continuing to push more of that […]

 
 

Focus On TV Ad Experiences: Cannes Panel With Forrester, Hulu, Twitter, BrightLine

CANNES – Creating better television ad experiences for viewers seems to be a never-ending conversation for agencies, brands and publishers. But judging from a panel at the Cannes International Festival of Creativity, ad relevance and personalization is expected to vary widely by platform and provider for the foreseeable future. Reasons for the variations include corporate […]

 
 

Go Beyond 15 & 30: Hulu’s Naylor Advocates Interactive Ads

CANNES — It was the subject of a thousand interactive TV dreams in the nineties – the ability to buy products straight from ads seen on the TV screen. Now Hulu has enabled it, and its ad chief thinks the future has finally arrived. The new ad unit, called T-Commerce, was launched with interactive firm […]

 
 

Hulu Leverages Oath To Help Build Subscriber Audience

It announced 20 million paying subscribers in May but nevertheless plans to offer advertising in its live TV offering this quarter. Hulu is on a growth curve. But is the joint venture building its subscriber base, and what role does advertising play in a subscription-driven company? In this video interview with Beet.TV, Hulu subscriber growth […]

 
 

MediaCom’s Badigian On Studio71’s Content Vetting, Downloads From Hulu

YouTube certainly has reach, but its content doesn’t always lend itself to precise brand alignment. That’s where smaller digital players like Studio71 can differentiate themselves, according to MediaCom’s Renee Badigian. In this interview with Beet.TV at the Digital Content NewFronts 2018, Badigian, who is Account Lead at the GroupM media agency, talks about why consumers […]

 
 

IAB’s Bager Reflects On NewFronts New York, Looks Ahead Hollywood Debut

Sometimes with digital video, shorter is the best way to engage with viewers. With its just-completed Digital Content NewFronts 2018, the IAB “went back to its roots for a week” and had one of its best years yet, says Anna Bager, EVP, Industry Initiatives. “Great presentations, the right amount of great content, sales, customer engagement. […]

 
 

Hulu Announces Downloadable Programming in New Advertising Play

In what the Hulu calls an industry first, the company will allow subscribers to download content with advertising to devices for offline viewing. the Hulu announced this another other news today at its NewFront presentation. In this video interview with Beet.TV, Peter Naylor, SVP of Sales, explains the value of reaching “elusive”consumers “untethered” will provide […]

 
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