“Marketers continue to love video, and they’ve come to the conclusion that broadcast and cable television doesn’t have a monopoly on video, of course,” Peter Naylor, vice president of sales for the Americas region at Snap, said in this interview with Beet.TV. “We’ve got a huge audience consuming video on Snap against this really brand-safe, wonderful content.”
The app is especially popular with millennials and Generation Z consumers whose spending power is growing, despite the short-term setback from the pandemic. Snapchat reaches more than 100 million people in the U.S., including 75% of consumers ages 13 to 34 and 90% of people ages 13 to 24. As a messaging platform, the app urges people to check in frequently — an average of 30 times a day — to stay in touch with friends and family.
Snapchat has been at the forefront of creating engaging experiences for users, including the rollout of its “stories” format that lets users share a single vanishing message among multiple users at once. The feature has since been copied by other social media rivals seeking to capture the attention of mobile users.
Snapchat also has a growing library of augmented reality (AR) content that includes “lenses” that people use to customize their messages. The lenses overlay 3D digital images on selfies and pictures taken with the app’s central camera feature, and can be sponsored by marketers that seek to inspire viral reach as Snapchat users share AR content in messages and stories.
“AR is a real great use of creative energy because it amplifies your message,” Naylor said. “It lets people get engaged with creative.”
About 70% of Snapchat’s users play with AR content every day, or about 180 million people worldwide, according to the company’s website. Adidas, Gucci, Honda, PetSmart and Sally Beauty are among the brands that have sponsored AR content in Snapchat to engage people with a branded experience.
In addition to Snapchat’s messaging features, the app has a section called “Discover” that hosts original programming from established film and TV producers, along with videos from celebrity influencers. Snap has invested in video programming distributed under its “Snap Originals” brand for the past couple of years, seeing an early hit with its “The Dead Girls Detective Agency.”
Because Discover doesn’t have user-generated content that needs to be filtered and moderated to avoid offending people, the platform can be considered safe for brands. Brands can participate in Snap Originals programming through full-screen, non-skippable ads that are geared for viewing on mobile devices, a primary way for younger audiences to consume video.
“These people really aren’t reachable through traditional media,” Naylor said. “Platforms like ours are only going to continue to invest in original content in a way that’s compelling to new audiences.”
The company is adding shows to its roster, including “The Solution Committee,” an interview show starring Jaden Smith, “Honestly Loren” with social media personality Loren Gray, “Life’s a Tripp” starring hip-hop artist Trippie Red and docuseries “Swae Meets World” featuring rapper Swae Lee.
Snap has organized its sales team to handle industry verticals as part of the effort to reach more advertisers in a language they can understand, whether they’re selling financial services or consumer packaged goods.
“The modern seller is bilingual, if you will,” Naylor said. “They’re equally steeped in the language of auction and attribution, as well as branding and brand activations.”
]]>Meanwhile, advertising sales rose to just under $1.5 billion from $1 billion. “We’re getting TV’s largest advertisers,” says Naylor, while direct-to-consumer brand revenue grew 86% “and we’re super serving them with some new tools.”
Foremost in that expanding toolkit is an attribution offering from the company owned by Comcast, Fox and Disney plus an ad format that would appear when Hulu viewers pause what they’re watching.
Hulu will develop customized attribution deals depending on the types of customer-relationship data its advertisers can share—information can be matched with customer behavior metrics from Hulu, as Variety reports.
“We can elegantly put our census level data with their census level data” resulting in a “census-to-census marriage of the data to show that an exposure resulted in a sale,” says Naylor.
Working with Telaria, Hulu is enhancing its programmatic private marketplace for ad inventory so that “we can put people in a biddable environment for the most coveted segments.” It’s a closed market because “we’re very protective” to avoid “category collision with our advertisers” and to be able to fully vet the ad creative, Naylor adds.
“Happily, the majority of people choose the advertising-supported Hulu but that doesn’t mean we can just feel free to just jam ads at them. If anything, we have to be as respectful as possible because they’re one click away from going to the commercial-free Hulu.” While the company is “conventional TV with conventional breaks,” it welcomes ads of any duration plus interactive units, working with partners like BrightLine and Innovid.
The “latest kid on the block” that Hulu is beta testing is “a pause ad.” When viewers hit the pause button “we’re going to serve up a little image” but not a display or video ad. “Imagine a Coke can with language like ‘the pause that refreshes.’”
The goal is to exploit the opportunity of “knowing situationally what viewers are up to with kind of a respectful ad execution. It’s an experiment that we can take because of who we are,” Naylor says.
This video is part of Beet.TV coverage of CES 2019. The series is sponsored by NBCUniversal. For more coverage, please visit this page.
]]>“The genesis behind the comScore-Rentrak merger was brilliant,” Wiener says in this interview with Beet.TV. “What we haven’t done well is integrate those two platforms and provide rapid product innovation to the market, and that’s really what we’re doing with this resurgent comScore.”
At AT&T’s upcoming The Relevance Conference later this month, Wiener will participate in a panel discussion of industry executives titled The ROI of Attention. He believes the conference comes at an appropriate time.
“I think we’re at this point in time where the industry needs to evolve pretty rapidly and, one of the core elements of that is how do we measure audiences and how do we measure advertising ROI,” Wiener says.
Wiener joined comScore in April of 2018, having been a board member since the previous fall. He was tasked with righting the comScore ship following a string of accounting crises and losses, as the Wall Street Journal reports. In his first 60 days at comScore he had more than that number of customer meetings in which he heard “over and over again” the desire from buyers and sellers for reliable, third-party measurement of audiences and advertising ROI.
“And that’s something that the current state is not doing very well and I think that’s our big opportunity.” comScore has laid out “an aggressive road map over the next six months of launching products that are going to solve that need,” says Wiener.
“That primary need is unduplicated reach and frequency in this cross-platform world. We’re going to start with currency products, but we’re going to move on to planning products.”
To Wiener, being “relevant” is table stakes for convincing people to buy something. “This entire industry is based on growing marketers’ business. I think people sometimes lose sight of that. At the end of the day, marketing is not about marketing. Marketing’s about fueling profitable growth for marketers. If that’s happening that creates a virtuous cycle for everybody in the ecosystem.”
At the AT&T event, Wiener will be joined on stage by Scott Howe, CEO, Acxiom; Peter Naylor, SVP Ad Sales, Hulu; and Donna Speciale, President, Advertising Sales, Turner. It will be moderated by AppNexus President Michael Rubenstein.
This video is part of a series leading up to and documenting the AT&T Relevance Conference in Santa Barbara. For more videos from the series, please visit this page.
]]>Reasons for the variations include corporate financial “short-termism,” thinking in narrow silos and measuring campaign performance in ways that aren’t always the most accurate or pertinent.
The panel by media agency Wavemaker was moderated by Joanna O’Connell, VP, Principal Analyst at Forrester Research. It brought together Peter Naylor, Hulu’s SVP of Advertising Sales, Twitter’s Managing Director of Media & Entertainment, Jennifer Prince, and Jacqueline Corbelli, the Founder, Chairman & CEO of BrightLine.
Citing Forrester research showing that not all consumers love or hate advertising, O’Connell posited, “My suspicion is that marketers don’t understand this at all.”
Hulu’s research has revealed “a spectrum of ad acceptance,” responded Naylor. “On one extreme end are people who are ad avoiders at all costs. The trap people fall into is that everybody avoids ads at all costs, and that’s just not true.”
According to Naylor, among those who sign up for Hulu on any given day, “The wide majority will take advertising.”
On Twitter, brand marketers “expect to hit consumers because eighty two percent of our users expect to see a message from a brand,” said Prince. Another thing she believes differentiates Twitter is that its advertising is “extremely native, it’s within the timeline and a tweet and so there’s not as much of a separation between ads and content, there is this blend.”
Given its “leaned-in, receptive audience,” Twitter does see marketers thinking a lot about consumers and the consumer journey, according to Prince.
Brightline has taken its cue from the desire of consumers to bring together their experiences with premium video and other content, said Corbelli. Giving credit to Hulu as an innovator, she explained that Brightline got involved “when we started noticing folks like Roku and streaming consoles like Sony PlayStation were vehicles for actually bringing these two things together.”
As for consumer ad tolerance, Corbelli believes “absolutely that viewers will not just tolerate but I think that in certain cases they’ll even embrace advertising. I think the personalization piece of this is really big. Things as simple as geo location and being able to personalize the dialogue a little bit.”
Again citing research, O’Connell pointed out how “highly variable” consumers are in their opinions of personalization. While some “super- progressive,” digital savvy people are “totally okay with personalization in exchange for something useful to them,” other super-progressives “are absolutely opposed to it.” O’Connell’s bottom line: Don’t assume we should always use technology in a certain way.
Naylor coined the term “short-termism” when asked about the barriers to widespread if not uniform adoption of approaches to advertising that do not repeat mistakes made early in the digital media world. “I think short-termism is a real problem when publicly traded companies have to lead ninety-day by ninety-day existences. When CMO’s are so nervous that they continually pout their accounts into review,” Naylor said.
Another symptom is “whatever you can measure you measure, irrespective of whether it’s the right thing to measure,” for example the “rush to last-click attribution and you lose sight of what drove the demand and you only give credit to the last click,” Naylor added.
Explaining Twitter’s approach to test-and-learn, Prince acknowledged that some features it’s rolled out have not been without controversy. “Like when we went from 140 characters to 280 characters and there were a few haters. Maybe more than a few. It has really done wonders for those who need more space to communicate.”
Corbelli pointed to the disparity among the top TV networks, each of which see things from their own, individual perspective and act accordingly. “They all are thinking about this directionally the same, but in terms of how they execute on it, pretty different. And they want to stay in charge of those decisions. So I think that for now, the experience in terms of personalization is going to vary depending on what content you’re watching, where and when.”
]]>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 BrightLine, and allows viewers to buy things with their connected TV remote control or game joypad.
The pair ran a T-Commerce ad for the Tomb Raider movie to buy tickets through Fandango, back in March.
In this video interview with Beet.TV, Hulu ad sales SVP Peter Naylor explains: “The opportunity creatively is really to go beyond 15s and 30s.
“We’re happily taking 15s and 30s from marketers but marketers need to really understand that, with 100% connected television environment, you can do video libraries, photo galleries, you can do all sorts of data collections. I almost think it’s an imperative that they look beyond the conventional 15 and 30.”
Hulu is no stranger to innovating with user experience. The service allows viewers to pick up their show from one device on another, and its live TV service is currently gaining plaudits for the way it melds with the on-demand experience.
]]>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 are more sensitive than ever to brand alignment with content and the utility of downloadable video content from Hulu. And she predicts a heyday for audio.
“I think Studio71 actually had a really interesting approach” consisting of computer-driven text and image screening plus a third variable that’s not always found, says Badigian. “They actually have a human element, which I thought was really interesting because not all publishers or content creators are doing that. And it allows them to really understand what’s the difference between maybe a child holding a water gun versus an actual weapon.”
While she doesn’t think there’s a “solve” yet for the overarching issue of brand safety in digital environments, “It’s a very sensitive area and I think it’s one that we’re going to have to be more careful about as advertisers and people as consumers are going to be looking for.”
Asked about tactics for brand alignment, Badigian says a client might be getting “great reach” out of YouTube but not all of the content the client is aligning with on the platform might not be relevant enough to the actual brand or product. “I think that’s where a lot of these smaller publishers or content creators are really important for us because their content might be more customizable to our brand,” she says.
“Studio71 has a lot of different content integration opportunities where you can more tightly weave your brand into that platform. They really do have a ton of very loyal followers.”
In this interview, Studio71 Media Sales EVP Matt Crowley explains the company’s vetting process.
Badigian says Hulu’s NewFronts announcement about viewers being able to download content, including programming containing ads, is a nod to the reality that people don’t always consume video in the same way.
“Sometimes we’re in our homes, sometimes we’re in a train, sometimes we’re in a plane. So downloadable content’s important because we’re not always online even though we probably always want to be online.”
More details can be found in this interview with Hulu’s Peter Naylor.
Badigian was surprised she didn’t hear much about audio content at the NewFronts, given the ascendance of podcasts and similar formats. “I think video had its heyday. I think audio is about to have one.”
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.
]]>In this video interview with Beet.TV, Peter Naylor, SVP of Sales, explains the value of reaching “elusive”consumers “untethered” will provide a valuable platform advertisers. The new feature will roll out later this year.
Here is the press release with all of today’s announcements from Hulu.
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.
]]>“That tells me the future of TV is a blend of live and on demand viewing,” Hulu’s SVP of Advertising & Sales adds in this interview with Beet.TV.
It’s all part of the “inflection point” that is evident in the TV industry as viewer preferences are driving programming choices.
“The evidence is everywhere,” Naylor says during a break at the Advanced Advertising Summit. “You see a collapse of gross rating points, particularly against scripted content and even live content you’re seeing kind of a sand-papering down of a linear television experience.”
At the same time there’s the “explosion” of OTT subscriptions and usage, underscoring shifting viewing habits.
“The viewer’s expectations around television have changed. They want what how and when they want their TV and they expect it. Anything other than being in control and having all the choices they have is not desirable.”
In May of 2018, Hulu became the only pay-TV service to offer live and on-demand channels, original series and films, and a library of premium streaming TV shows and movies, all in one place.
Noting that some 4 million U.S. households had cut the pay-TV cord in 2017, Naylor says what felt like “a long, slow steady change has reached a fast and sharp inflection point of change and we’re seeing it everywhere.”
He dubs Hulu’s ad sales approach as the best of TV meeting the best of digital.
“We are happy to transact with the TV community against their fifteens and thirties with their conventional campaign parameters, like age and demo and geo. No problem.”
For the more digitally inclined, there’s more of a focus on impressions, targeting and data-informed media buys.
“The automation that we’re seeing take off in the browser space for conventional display is absolutely made its way to the video space. We use Telaria as our SSP and we’re plugging into all the other on-ramps of demand.”
This video was produced at the Advanced Advertising Summit in New York. Please find more videos on this page from the Beet.TV series presented by 4C.
]]>“We’ve been working with people like BrightLine for a long, long time, Innovid, true[X] and others,” Naylor says in this interview with Beet.TV at the Advanced Advertising Summit. “It think we’re at an inflection point because my volume of orders for all of last year I’ve already booked year to date. That’s two hundred, three hundred percent growth. Very smart growth.”
A few weeks ago, Hulu served video trailers for the Warner Bros and MGM movie “Tomb Raider” that were interactive ads to the extent that viewers could order tickets to a nearby theatre from Fandango. As Variety reports, part of the strategy was to lessen the time between people seeing a movie trailer and actually going to a theatre.
“So I think as people, viewers in particular, continue to expect that they can interact with TV ads, you’ll see marketers take advantage of the opportunity,” says Naylor. “It’s a real opportunity to go beyond a conventional fifteen or thirty and I don’t see why it shouldn’t continue to go up and to the right.”
Such interactive spots are priced at a premium “because the results are superior in terms of brand awareness and purchase intent and even just at the most basic level, time spent with the ad. These ads just get more attention and I think expectations are going to just continue to increase for the viewer.”
Interactive ads typically begin with a conventional spot and some kind of call to action. “Maybe it’s an overlay or some kind of creative element to alert the viewer that they can interact. Once they interact it can be a video library, it could be a photo library, or a transactional unit. There’s a whole hoist of opportunities once you get people to engage.”
It’s a “modest call to action that lets people know pick up your remote, pick up your phone you can play around with this and learn more.”
Naylor likens growing consumer engagement with interactive ads to the advent of touch screens and peoples’ evolved expectations to encounter touch screens just about everywhere.
“I think sooner or later people just expect, of course I should be able to transact with a set. It’s IP TV. It’s a connected environment.”
This video was produced at the Advanced Advertising Summit in New York. Please find more videos on this page from the Beet.TV series presented by 4C.
]]>That means being “more conservative than aggressive” because of issues like brand safety and being sure that the ads that show up in Hulu’s environment are appropriate for our environment, Naylor says in this interview with Beet.TV at the Annual Leadership Conference of the Interactive Advertising Bureau. At this year’s event, brand safety was once again front-and-center.
“You’re never going to see our inventory in an open marketplace where anybody can bid on it,” Naylor says. “So far, the advertisers who are willing to engage with how we want to engage and keep them out of harm’s way, keep ourselves out of harm’s way, seems to be working.”
Like many Leadership Conference attendees, Naylor refers to the strident comments from Unilever Chief Marketing & Communications Officer Keith Weed about how some digital platforms—particularly social media—need to clean up their content act.
“He threaded the needle by saying brands need to be marketing in trusted environment,” Naylor says. “It’s not about trust alone but it’s about reputation and brand safety is also budget safety. People are concerned where they spend their money, the company they keep.”
It’s a discussion that will continue to evolve “and you’re going to continue to see the adtech world play a role,” led by the IAB’s Ads.txt initiative, the Trustworthy Accountability Group and the Media Rating Council.
Another big topic of discussion at the Leadership Conference was so-called direct brands, companies that have bypassed traditional supply and distribution channels to form direct relationships with customers. Naylor says the trend is a “wonderful way to reduce friction and increase a relationship” that is two-way as opposed to one-way in nature.
“Hulu resembles what we’re talking about. We have a direct relationship with million and millions of viewers who give us their time as well as subscription revenue,” says Naylor.
Direct brands stand to gain in the modern television and video world because of more precise consumer-targeting opportunities. “The old TV, a lot of people just can’t afford to advertise in the biggest sports or entertainment vehicles. But they can absolutely advertise and market with precision and targeting in the new game, the new arena. That’s enabling them to continue their growth.”
According to Naylor, the majority of Hulu viewers choose the ad-supported model.
This video is part of a series covering the IAB Annual Leadership Meeting. The series is sponsored by AppNexus. Please visit this page for more coverage.
]]>“We talk about bundling products and we talk about bundling video products together, but I think what’s interesting is the opportunity to bundle more than just video with video,” says Peter Naylor, SVP, Advertising Sales, Hulu.
“Even Amazon is bundling shipping with video. So I think bundles are going to leap beyond video and go multidimensional, multimedia,” Naylor adds in this interview with Beet.TV at the 2017 DMEXCO advertising and media trade show.
Founded in 2007 by three traditional broadcast networks, Hulu earlier this year debuted its own live package consisting of more than 50 channels. Since then it’s added The CW Network and more than 200 local TV affiliates. “Depending on where you, are you’re getting not only national feeds but local content as well. So that’s going very well,” Naylor says.
Beginning on Sept. 12, subscribers to the T-Mobile ONE plan with at least two phones on their plan were able to stream Netflix programming at no additional cost.
“While the big bundle collapses, people will reassemble their own bundles in more of an a la carte fashion. It will be interesting to see how many relationships viewers want with different services.”
Naylor says advertising on Hulu is “healthy and vital right now,” given that the majority of people who sign up opt for the ad-supported version. And while 15- and 30-second ads “are totally welcome” on the platform, he sees creative opportunity in interactive advertising.
“We partner with people like Brightline, for example, for interactive advertising. We’re doing a lot of integrations.”
Naylor cites as examples the season and series finale of The Mindy Project, in which brands like McDonald’s, Sprint and Volkswagen have show integrations. “So we have some of the best of old school TV with integrations and the best of new TV with interactive ads.”
At the 69th Emmy awards, Hulu achieved a milestone when it not only tied for most wins of the night–five, along with HBO–but its original production The Handmaid’s Tale made it the first streaming service to take home the Emmy for Outstanding Drama Series, as The Verge reports.
While many advertisers are still content to transact on age and demographics mostly with 15’s and 30’s, “I think you’re seeing a more layered and nuanced approach because data is only increasing with advanced TV capabilities.”
This is accompanied by a rise in attribution measurement. “It’s not just did my ad get served in a way that’s viewable and, frankly, non- fraudulent but did it move the needle for my business,” says Naylor.
This video was produced as part of Beet.TV leadership series from DMEXCO, presented by NBCUniversal. For more videos from the series, please visit this page.
]]>The company launched the new service in beta on a number of digital devices, with more to follow, and the details are finally out – a confirmed pricepoint of $39.99 per month gets users more than 50 channels, 50 hours of cloud recording, simultaneous streaming to two devices and continued access to Hulu’s library of on-demand content, with confirmed partners now including:
“Our skinny bundle isn’t so skinny,” Hulu ad sales SVP Peter Naylor told Beet.TV in this video interview at the NewFronts event in New York. “We’re a very attractive pricepoint to a lot of people contemplating how they get their TV. So the programmers want to be there.”
But, despite all this premium programming for a monthly subscription, Hulu is not jettisoning advertising as a monetization model. In fact, Naylor is keen to outline an advertiser offering that is beefed up with latest ad-tech.
“Like all the conventional MVPDs… we’re a digital MVPD, so I’ll get two minutes an hour in the cable opportunities,” Naylor adds. “We have a whole host of (advertising) opportunities salt-and-peppered throughout our cloud DVR, where we have inventory to bring to market. The new interface gives me a new opportunity to package up sponsorships as well.”
“We anticipate it will be dynamically-inserted ads, everything inserted through an IP address. We have so much information on our subscribers and viewers that we can taylor the ads for those two minutes in a way that’s household-addressable. We’re already doing it in our video-on-demand product.”
Hulu told Beet.TV back in March it was working with an SSP (supply-side platform) to offer automated solutions and to allow advertisers the opportunity to combine their data with its own to bring more effective targeting, integrating with a number of data providers.
This approach will give Hulu continuity across its on-demand offering, where dynamic ad insertion has been most prevalent in the industry, and live TV, which is ripe to start adopting the same kind of techniques.
But the new-look Hulu will get most attention for its appealing new interface. Features include the ability to “save anything to watch later, pause Live TV and pick up where you left off, and get real-time alerts for live events and TV moments that matter to you”, the company says, as well as viewer profiles and multiple at-home streams.
Hulu – a joint venture between ABC, 21st Century Fox, NBCUniversal and Turner Broadcasting System – has long been the broadcasters’ favoured aggregator for delivering shows on-demand. But few viewers watch either on-demand or live exclusively anymore.
The next imperative in TV is about experience, and bringing together both live and VOD.
This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.
]]>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 at advertising there.
“Virtual reality Hulu is a big deal in that we’re agnostic,” the company’s ad sales SVP Peter Naylor explains to Beet.TV in this video interview. “We are on all the platforms that you can imagine, from Samsung Gear to Daydream and all points in between.
“We’ve built a pretty big library of both acquired and increasingly original content. We’ve done deals with HuffPo’s RYOT for some news and we’re doing work with LiveNation to do some music. We’re really leaning into it … I think we’ve got as good a shot as anybody to get attention from viewers.”
So what about the advertising execution?
“We’re free to experiment,” he says. “You can imagine everything from entitlement, you know, the following clip is brought to you by the good people at McDonald’s, all the way up until almost borrowing from an interruptive model.”
Let’s hedge our bets a little here. VR not yet widely adopted – and many brands are smarting from having bet wearables would be the next big screen. Even if VR does, finally take off, massive question marks hang over what an advertising deployment might look like. VR will be such an intimate environment, consumers may naturally feel sensitive to intrusion.
It’s a sensitivity Naylor is attuned to.
“A lot of people argue about, ‘You really can’t do a 30 second spot within a VR clip’. Maybe, maybe not. I think everything should be experimented with. In an age where everyone’s concerned about distracted viewing and multitasking, when you’ve got a VR experience happening, you cannot look away from the ad. I think the engagement and brand awareness for the advertisers just goes through the roof when you’re consuming content with a VR headset.
This interview is part of our series “The Road to CES,” a lead-up series in advance of CES 2017. The series is presented by FreeWheel. Please find more videos from the series here.
]]>Hulu joins HBO, Netflix, and Amazon among contenders in the comedy category, and ranks as the only ad-supported provider, he says. Naylor points out that in spite of all the talk of ad-blocking these days, Hulu’s research shows most consumers accept ads. He says that 7% of the population will avoid ads at all costs, adding that the corollary to that is 93% of the population is on the spectrum of so-called “ad acceptance,” according to Hulu’s studies.
“It’s up to us as a publisher to make sure that our ad load isn’t too aggressive,” he says. Hulu carries about two to three ads per break. In addition, the online programmer is working with advertisers to offer a range of options, from five-second ads, in some cases, to consecutive storytelling creative, to the ad selector that lets consumers choose the type of ads they want to watch.
Attribution according to business outcome is a critical topic with advertisers, Naylor adds. “Everyone has their KPI and ROI indicators. We are happy to examine business outcomes as a currency,” he says.
On the programming front, look for more originals in 2016, including shows created by Stephen King and JJ Abrams, as well as a Seth Rogen vehicle. “We are gathering ideas for the upfront in May,” Naylor says.
This videos is part of our lead-up to CES titled The Road to CES presented by YuMe.
]]>“One of our better shows is The Awesomes, an animated series by Seth Myers,” Hulu ad sales SVP Peter Naylor tells Beet.TV. “But, to be candid, it’s a modest-sized show if you compare it with (Netflix’s) House Of Cards or Orange Is The New Black.
“We know we need an original that really can crystallise the brand in the hearts of viewers. We’re taking big swings. We’re going to be taking our originals to the next level.”
Naylor spotlighted four originals in production:
Naylor was interviewed at Beet.TV’s executive retreat by Beet.TV executive producer Andy Plesser.
The Beet Retreat is sponsored by Videology. Find all the coverage here.
]]>He says that some 60% of viewers are now consuming content in their living rooms with 20% consumption on both the desktop and mobile/tablet.
While viewership is increasing on “connected” devices, third party measurement is still a work in progress. To establish measurement standards, Hulu is working with both comScore and Nielsen.
Naylor has been tapped recently by the IAB to lead its video committee.
He was interviewed at Beet.TV’s executive retreat in Fort Lauderdale.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
]]>
However, digital isn’t an add-on to upfront buys, he explains. Media companies need to think about where their businesses will be in ten years, so it’s not wise to give digital inventory away. “We are careful not to make digital a favor or throw-in…because we have to live with these terms and conditions for a long time.”
For more insight on NBCU’s portfolio, demo guarantees and targeting, check out this video interview.
Naylor was a panelist at the Beet.TV Video Ad Effectiveness summit presented by Nielsen.
]]>