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, \u201cWe\u2019re continuing to push more of that out across some other categories. That\u2019s a really interesting emerging space,\u201d says Julie DeTraglia, who is VP and Head of Research at the streaming subscription service.<\/p>\n

Hulu sees it as the logical extension of what consumers have grown accustomed to on various digital devices like desktop computers and phones\u2014being able to discover product attributes via interactivity, for which it partners with Brightline.<\/p>\n

\u201cThat\u2019s a little bit more nascent in the living room, but I think it\u2019s just as interesting to consumers to be able to see something and rather than have to go to some other device and find it they can get more information about it right through the living room screen,\u201d DeTraglia<\/a> says in this interview with Beet.TV. \u201cSo far we\u2019ve found the marketplace is really I think sort of excited by it because it offers them the opportunity to utilize it in a variety of ways.\u201d<\/p>\n

Interactivity is not just about being able to buy tickets but also about \u201cbeing able to offer other information about the product right within the ad unit, and we find that people stay in the ad unit longer because there\u2019s other stuff for them to do.\u201d<\/p>\n

Hulu considers consumer choice to be \u201cpurposeful viewing,\u201d which \u201ctends to have a halo effect on the overall experience.\u201d Advertisers benefit as well, according to DeTraglia.<\/p>\n

\u201cWhen you ad choice and interactivity to all of that, what you get is lifts across all key branding metrics\u201d compared to linear TV, she says.<\/p>\n

Not being locked into specific timing of ad pods allows Hulu to accommodate \u201cwhatever it is the advertiser wants to put in front of us. And we can sequence them in various ways.\u201d<\/p>\n

DeTraglia cites experiments with storytelling within ads, which \u201ctends to work very well because it keeps users engaged with that messaging in the advertising as they\u2019re engaged in the storyline of the program that they\u2019re watching.\u201d<\/p>\n

Like other premium video providers, Hulu can match first- and third-party marketer data to its subscriber base. \u201cObviously we have a really deep understanding of viewing behaviors, so that allows us to target by daypart, by geo, by genre.\u201d<\/p>\n

This segment is from a Beet.TV series series, “It’s an OTT World” presented by BrightLine.\u00a0 \u00a0Please visit this page for additional videos<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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, \u201cWe\u2019re continuing to push more of that […]<\/p>\n","protected":false},"author":17,"featured_media":54804,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7385],"tags":[4285,4562,6225],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/54802"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=54802"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/54802\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/54804"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=54802"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=54802"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=54802"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}