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 \u201cover half of the consumption in our live bundle is factually on demand,\u201d says Peter Naylor.<\/p>\n
\u201cThat tells me the future of TV is a blend of live and on demand viewing,\u201d Hulu\u2019s SVP of Advertising & Sales adds in this interview with Beet.TV.<\/p>\n
It\u2019s all part of the \u201cinflection point\u201d that is evident in the TV industry as viewer preferences are driving programming choices.<\/p>\n
\u201cThe evidence is everywhere,\u201d Naylor says during a break at the Advanced Advertising Summit<\/a>. \u201cYou see a collapse of gross rating points, particularly against scripted content and even live content you\u2019re seeing kind of a sand-papering down of a linear television experience.\u201d<\/p>\n At the same time there\u2019s the \u201cexplosion\u201d of OTT subscriptions and usage, underscoring shifting viewing habits.<\/p>\n \u201cThe viewer\u2019s 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.”<\/p>\n In May of 2018, Hulu became<\/a> 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.<\/p>\n Noting that some 4 million U.S. households had cut the pay-TV cord in 2017, Naylor says what felt like \u201ca long, slow steady change has reached a fast and sharp inflection point of change and we\u2019re seeing it everywhere.\u201d<\/p>\n He dubs Hulu\u2019s ad sales approach as the best of TV meeting the best of digital.<\/p>\n \u201cWe 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.\u201d<\/p>\n For the more digitally inclined, there\u2019s more of a focus on impressions, targeting and data-informed media buys.<\/p>\n \u201cThe automation that we\u2019re seeing take off in the browser space for conventional display is absolutely made its way to the video space. We use Telaria<\/a> as our SSP and we\u2019re plugging into all the other on-ramps of demand.\u201d<\/p>\n