Hulu Executives at Advertising Week & Cablefax 2015


Monday, September 28th


Cross Screen Summit

Why Does Context Matter? Because Context Matters!

Context has always been a marketers’ best friend. Should it continue to be? With audience-based buying gaining traction across screens – what role does content relevancy play in today’s cross-screen world? Join a conversation with marketers and publishers to hear what they think matters

Moderator: Pooja Midha (SVP, Digital Ad Sales and Operations, ABC)


  • Peter Naylor (SVP, Advertising Sales, Hulu)
  • Eric Johnson (EVP, Global Multimedia Sales, ESPN)
  • Dave O’Connor (Executive Producer, Radical Media)
  • John Partilla (CEO, Olson)
  • Jason Lopatecki (CSO, TubeMogul)


Tuesday, September 29th



Fireside Chat

  • Seth Meyers (Co-Creator of Hulu Original, The Awesomes)
  • Mike Hopkins (CEO, Hulu)
  • Randall Rothenberg (President & CEO, Interactive Advertising Bureau)


Tuesday, September 29th


Direct to Consumer, OTT, and the Future of Video Entertainment

The long-predicted OTT and D2C world has arrived. While 2015 has been a year of expansion and experimentation, with an increasingly crowded marketplace characterized by players jockeying for position, where will the industry go from here? Will 2016 be the year of rationalization and consolidation, separating the few from the many? Amidst this frenzy of activity, all participants in the value chain – pure- play OTT players, broadcasters, telcos, content companies, and advertisers – are facing more questions than answers.


  • Peter Naylor (SVP, Advertising Sales, Hulu)
  • Christopher Vollmer (Partner, Strategy, PwC member firm)
  • Kenny Gersh (EVP, Business, MLB Advanced Media)
  • Frank Besterio (VP, Business Development & Partnerships for Video, AOL)


Wednesday, September 30th


OMMA Programmatic Video

Deja Vu All Over Again: The Search for Quality Inventory

Seems like we’ve been here before. Media buyers want access to more quality inventory in the exchanges. Publishers remain reticent to see their coveted and higher priced  video space get commoditized by automation and bidding dynamics. So what is the state of the video inventory in programmatic channels? Has the private exchange economy kicked in here at scale yet to assuage both sides? Have media buyers adjusted their definition of “premium” video inventory? What is the “quality” in programmatic video, and how are media buyers finding what they need?

Moderator: Brian Nadres (Director of Programmatic Media, The Media Kitchen)


  • Doug Fleming (Director, Programmatic Sales, Hulu)
  • Harvin Furman (SVP, Group Director, Digital Acceleration, Starcom USA)
  • Adam Kasper (Chief Media Officer, Havas Media)
  • Bryan Noguchi (SVP, Media Director, R2C Group)
  • Carrie Seifer (President, Digital Data & Technology, Mediavest)


Thursday, October 1st


Cablefax TV Innovation Summit

OTT, TVE and Skinny Bundles: Can’t We All Just Get Along?

It just doesn’t seem fair. The industry spent decades building the current TV ecosystem in all its big bundle glory, and now OTT players and “skinny bundlers” are ruining the party for everyone. Or are they? For the first time, smart people who used to dismiss a-la-carte as economically unsustainable are starting to wonder whether the same economic rules apply anymore.

We’ll explore how the industry’s TV Everywhere effort to authenticate content can co-exist in a world in which consumers can customize their programming mix like never before. Are some cable networks doomed in this environment? Are others poised for greatness? And when consumers add up all the costs of those standalone and skinny content options, will they end up happy or nostalgic for those days of old? We’ll hit this one from every angle as we take a new look at this uncertain environment.


We’ll examine how OTT and TVE fit together in the new TV ecosystem. How do consumers view the differences between a-la-carte OTT options vs. the authenticated experience offered by TVE? And how can the industry do a better job ensuring that consumers understand how to manage all of their content choices—all while supporting the ultimate goal of monetizing content creation and distribution.


  • Jim Galley, (Distribution & Strategic Partnerships, Hulu)
  • Dwayne Benefield (VP, Playstation VUE, Sony)
  • Tom Mohler (CEO, Olympusat Holdings)
  • Robyn Polashuk (Managing Partner, Covington & Burling)
  • Evan Silverman (SVP, Digital Media, A&E Networks)


Thursday, October 1st


Cablefax TV Innovation Summit

Programmatic Static: Advertising, Marketing and Monetization in a Digital World

You’ve told people that you understand programmatic advertising. Heck, you’ve even sounded pretty convincing. But now it’s time to pull back the veil and truly understand how automated buying changes the advertising and marketing landscape. How does programmatic fuse digital and linear targeting? Who are the big technology and strategic players? And how can content owners and distributors rise above a “set it and forget it” mentality that risks leaving money and viewers on the table?

We’ll explore new ways that programmers and operators are using programmatic to hone overall marketing strategies, super-serve the right ads in the right way and ultimately beat the competition. We’ll also dissect how programmatic buying intersects with other tried-and-true advertising and marketing methodologies. Programmatic is a huge part of the future for the entire industry, and this session will wash away the confusion and prepare you for success.

Moderator: Barry Frey (President & CEO, Digital Place Based Advertising Association)


  • Doug Fleming (Director, Programmatic Sales, Hulu)
  • Seth Goren (SVP, Media Strategy and Analytics, Discovery Communications)
  • James Shears (GM, Addressable and Programmatic, DISH Media Sales)
  • Jamie Weissenborn (Chief Revenue Officer, Machinima)


Thursday, October 1st


ANA Connected TV/OTT Members Only Conference presented by BrightLine

ComScore & Hulu: Reaching Millennials Across Platforms

Audiences of video streaming services have been rapidly shifting away from desktops and moving to connected or OTT devices such as gaming consoles, Roku and smart TVs to watch non-linear video. What has been great for consumers, however, has proven to be a challenge for the media industry in terms of measuring these audiences across multiple platforms. To solve this problem, Hulu partnered with comScore to measure their audience to discover where the highly coveted audience of the future, Millennials, is consuming content. In this session, Hulu and comScore will uncover rich insights on how Millennials are utilizing multiple platforms and how marketers can capitalize on this opportunity.


  • Justin Fromm (Director, Advertising Research, Hulu)
  • David Shiffman (SVP, Marketing Solutions, comScore)

Hulu Newfront

Green Is Good

Find out why green is good for viewers, for brands, and for your bottom line.

  • No symbols such as registered marks, copyrights, etc.
  • If symbols are required, they will be presented in standard text such as" Brand (TM)".

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]

On living room, mobile, and tablet devices, the color gradient overlay is dynamic and will change based on the cover story art. It is not something we can control on our end.

If the tagline/date messaging doesn’t fit within the 11 syllables max, it can be included as text.

On living room, mobile, and tablet devices, the color gradient overlay is dynamic and will change based on the cover story art. It is not something we can control on our end.

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.


Streaming TV Advertising 101

Learn the why's and how's about getting started.

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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