Hulu Offers Smarter Advertising with Programmatic Buying

Hulu announced today that it will launch the next evolution in its sales process with a new programmatic solution for marketers this fall.  This makes Hulu’s premium video inventory across all platforms including desktop, mobile and connected TV’s in the living room available in programmatic offering for the first time. By combining media automation with data-informed targeting, Hulu is leading the way to deliver the right advertisement to the right person at the right time.

With the Oracle Data Management Platform (DMP), part of the Oracle Marketing Cloud, and a private marketplace, powered by LiveRail, Hulu will create new opportunities for advertisers with an automated, seamless, data-driven process. By partnering with these industry leaders, Hulu will be able to deliver marketers strong results, deep targeting, real-time adjustments and give them more control over their campaigns.

“The marketplace has shown that data is overwhelmingly the new currency,” said Peter Naylor, SVP of Advertising, Hulu. “With this new offering, Hulu is at the forefront of defining ‘programmatic’ for the digital video ecosystem and will increase efficiency and ROI for marketers.”

Oracle is a leader in the data-driven marketplace, the Oracle DMP is enabling Hulu to increase reach, scale and efficiency for marketers by combining both first party and third party data. With the Oracle DMP, marketers are able to personalize their advertising campaigns on Hulu with more rich information about their target audiences to deliver even stronger campaign results. Hulu selected the Oracle DMP in May 2015.

LiveRail’s Video Private Exchange (VPX) empowers Hulu to execute direct deals with advertisers programmatically increasing efficiency. Hulu will be able to use LiveRail’s granular level controls to target campaigns with the ability to make real-time decisions on the value of individual impressions, driving campaign effectiveness and results for advertisers and increasing the relevance of ads for their viewers.

“Hulu’s investment in the future of data-driven technology with its new programmatic solution reinforces the company’s continued commitment to the advertising community and its viewers,” said Vin Paolozzi, SVP of Marketplace Development & Investment for MAGNA GLOBAL. “We look forward to working with Hulu and being a part of this critical shift in the future of advertising and providing better value and insights to our clients.”

“We are thrilled that Hulu has chosen to take a major step to develop solutions that address head-on newly emerging challenges facing advertisers today,” said Dani Benowitz, EVP and Managing Partner of Integrated Investments for UM. “Their new programmatic solution will help us better guide our clients in establishing more effective campaigns that are sure to deliver enhanced results.”

With the new programmatic solution Hulu will be able to serve more relevant ads to each viewer.  For advertisers, Hulu has a lighter commercial load than traditional television, resulting in higher brand recall. Ads on Hulu are unskippable, and marketers are only charged for ads viewed to 100 percent completion. Hulu has a much younger audience than traditional broadcast or cable television. Hulu also delivers industry-leading viewability metrics outperforming the industry benchmark by 80%.


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Stress mark should be marked with [capitals] to indicate the primary stressed syllable, as in: news・pa・per [NOOZ-pey-per] in・for・ma・tion [in-fer-MEY-shuhn]

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Q: When is letterboxing allowed and not allowed?

A: When the native aspect ratio is 1.78:1 or 1.33:1 throughout the entire program, there should not be any letterboxing (black bars on top and bottom), nor should there be any pillarboxing (black bars on either side). We should should see an active picture take up the full frame. If the aspect ratio is wider than 1.78:1, such as 2.35:1, matting on the top and bottom is permissible. Additionally, if there is a creative choice to add matting or if there is a mix of native aspect ratios, this is usually waived, but please reach out to your Hulu representative to confirm.

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Q: Should the bitrate be constant if delivering ProRes codec?
A: No, since ProRes codec is built to be variable, this is waived.

Q: Can you accept bitrate higher than 30 Mbps?
A: Yes, we can accept bitrate beyond the recommended range for H.264 and ProRes. In the case of ProRes, bitrate will often exceed 30 Mbps due to its variable setting.

Q: What does native frame rate mean?

A: Native frame rate refers to the frame rate the source footage was shot. Whenever possible, we require all videos to be delivered in their native frame rate. This means that no frame rate conversion should be performed, which includes adding 3:2 pulldown for broadcast.

Q: Why do you ask for progressive?

A: The Hulu player, unlike traditional broadcast, does not play back interlace scan, so we require that all videos be delivered with their scan type set to progressive. If your video is natively interlaced, you must de-interlace it to progressive and you must employ a de-interlace filter that does not result in blending or ghosting artifacts. We recommend an auto-adaptive de-interlace if available.

Q: Why do you prefer PCM codec?

A: PCM codec is lossless audio quality, so whenever possible, please deliver PCM audio.

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