Hulu’s Naylor: Future Of TV A Mix Of On-Demand And Live Programming

At its Upfront presentation last year, Hulu unveiled its live television streaming service, which offered a combination of live and on-demand programming. To date, the biggest learning is that “over half of the consumption in our live bundle is factually on demand,” says Peter Naylor. “That tells me the future of TV is a blend […]

 
 

With Interactive TV Ads On The Upswing, Hulu Sees ‘Inflection Point’

Driven by a combination of marketer uptake and viewer expectations, the use of interactive television ads is surging at Hulu. So much so that “I feel like there’s a bit of an inflection point for interactive ads in TV,” says SVP of Advertising & Sales Peter Naylor. “We’ve been working with people like BrightLine for […]

 
 

Hulu’s Peter Naylor: Reputation And Brand Safety Also Means Budget Safety

PALM SPRINGS, Calif – With the demand for digital transparency and brand safety only getting stronger, Hulu is taking a “very direct” approach to making its inventory available to advertisers via programmatic transactions. “We’re writing our own rules for our own game when it comes to automation and programmatic,” says SVP of Advertising Sales Peter […]

 
 

Buying Audiences Across Connected-TV, OTT Can Alleviate Fragmentation: Publicis’ Jonathan Bokor

MIAMI – As connected-TV/OTT viewing proliferates and adds to viewer fragmentation, it’s not necessarily a bad thing if you can buy audiences as opposed to demos. And while two minutes of local able advertising inventory remains the norm for addressable campaigns, that’s slowly changing. In the connected-TV and OTT space, “There are quite a few […]

 
 

Combined With Linear, Fox’s Addressable Trial With Comcast And Hulu Is A ‘Cross-Platform Solution’: Noah Levine

Fox Networks Group has a new addressable advertising trial offering for targeting households that watch video-on-demand content using Comcast Cable’s set-top boxes, as well as in streaming content on Hulu. And while the 10 million households involved represent a small portion of overall cable TV addressability, combining that incremental reach with Fox’s linear properties tells […]

 
 

On Heels Of Spotify Deal, Skinny Bundles Will Go Multidimensional: Hulu’s Peter Naylor

COLOGNE – While the present may seem like the heyday of skinny bundles, things are just getting started. Take Hulu’s recent partnering with Spotify for college students and the pairing of Netflix and T-Mobile. “We talk about bundling products and we talk about bundling video products together, but I think what’s interesting is the opportunity […]

 
 

Nielsen Now Measuring Content Viewing On Facebook, Hulu And YouTube

Nielsen is giving its media clients a standardized way of measuring their content viewing on distribution heavyweights Hulu, Facebook and YouTube with the latest expansion of its Digital Content Ratings. Participating TV and digital publisher clients can now capture incremental viewing of their content within their reported audience numbers. They will receive credit for video […]

 
 

Y&R’s Sable Sees A ‘Golden Age’ Of Content, Questions Hyper Targeting

Technology has done amazing things to create a variety of ways people can consume premium television content, helping to spark a “golden age” for content creators. But is the same technology and the data it enables encouraging the hyper targeting of audiences just because the capability exists? David Sable is quick to point out that […]

 
 

IAB’s Rothenberg Says Digital Video Via OTT, Mobile Now A ‘Mainstream Consumer Medium’

One big takeaway from the 2017 Digital Content NewFronts on which both buyers and sellers can agree is that “What we’ve been calling digital video has now become a completely mainstream consumer medium,” notes Randy Rothenberg. “The industry is at a complete inflection point. We know that this is big not in the future but […]

 
 

Hulu Sticks With Dynamic Ads For Live TV Service

Months in the making, Hulu chose the Digital Content NewFronts – a showcase for online publishers to tout their wares to advertisers – to unveil its new live TV service, promising consumers a way to cut their cable cord whist continuing to receive premium TV channels. The company launched the new service in beta on a number […]

 
 

UM’s Stimmel Assesses Advanced Audience Targeting And ‘The Hulu’ Of Data

Every television advertiser is trying to identify what their specific audience means outside of broad age and sex demographic targets. While the latter represent a “fairly blunt instrument that we use as a currency,” more media owners are executing in ways that line up better with how buyers want to execute their plans. An audience […]

 
 

Business Outcomes, Incremental Value Key To TV Audience Targeting: Assembly’s Lee

Supply and demand for television inventory is still a big part of conversations during the TV Upfront season, but it’s now accompanied by talk of OTT and VOD opportunities along with new transaction models like non age/sex audience targeting. When media agency Assembly talks with its clients, “These are all areas we feel are important […]

 
 

UM’s Hill On The Evolutionary Pressures Reshaping The Television Market

There might not be anything revolutionary per se about the 2017 TV Upfront, but that’s not to suggest there aren’t a variety of evolutionary forces reshaping the competitive landscape. They range from competitive pressure to build out dynamic ad insertion capabilities to offering more precise audience targeting and ensuring brand-safe digital ad environments. These are […]

 
 

Amid Audience Declines, TV Networks Must Prove Outcomes: Tom Rogers of WinView Games

Proving ROI on television advertising is “still in a fairly primitive state,” amid massive network audience declines and rising CPM’s. It’s a paradigm that Tom Rogers believes cannot continue much longer. Buying TV broadly on demographics without being able to match exposures to purchases leaves little opportunity for measuring spending efficiency, says Rogers, who is […]

 
 

On The Scene At Beet.TV Executive Retreat 2017 With Furious Corp.’s Swartz

VIEQUES, PR – Take several dozen “intelligent, ambitious, excited and passionate” advertising, media and technology executives to a sunny island and you get some amazing conversations during panel discussions, over cocktails and dinners. You also get to experience a sense of shared success—whether the topic is television audience guarantees, addressable advertising, or new offerings from […]

 
 

Hulu Making Progress On Measuring Audiences, Not Just Screens

Hulu says it’s made a lot of progress moving beyond measuring just screens, so it’s likely that research for measuring audiences will be a key component of the company’s Upfront sales efforts this year. “We see now that 75 percent of our viewing is happening on living room connected devices,” meaning on a television screen […]

 
 

Moat’s Goodhart Appraises ‘Screen Real Estate’ For Video Measurement

HOLLYWOOD, Florida – It’s been said that the most valuable real estate is all about location. It’s no different with video advertising, but consumption habits are changing so fast that they are hard to measure. Enter the Moat Video Score, a new impression-level metric for measuring digital video exposures that focuses on length of creative, […]

 
 

Roku’s Rosenberg: Data And Interactivity Boost Value Of Advertising

HOLLYWOOD, Florida – Streaming television pioneer Roku foresees ad loads decreasing and, as a result, the value of ads has to increase. “From an ad strategy perspective, we feel strongly that an empowered consumer needs a more relevant and better ad experience than they’ve had historically in TV,” says VP of Advertising & Audience Development […]

 
 

Hulu Will Test Ads In VR, Peter Naylor

Last year, estimates pegged Hulu revenue at $1.5bn. Even without sight of the split, it’s fair to say that advertising is becoming big business for the VOD joint venture. Now it’s considering its options for the next generation of advertising – virtual reality. Hulu began putting content in to VR in March, and is now looking […]

 
 

IP Delivery Means Smarter Targeting, Reduced Ad Loads: Fox’s Marchese

Letting consumers opt in to engage with digital commercials in lieu of seeing a full pod of them is just “the tip of the spear” in the quest to replace frequency based advertising, says Fox Networks’ Joe Marchese. “This is where we’d like to end up. But between here and there, there’s a lot of […]

 
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