Hammering Away on TV Attribution

We’ve been following closely the recent press about Thor, the television industry’s collaborative effort to properly attribute business outcomes to exposure to ads on TV.  We enthusiastically support this ambitious endeavor because we’re here to tell you that TV advertising works!  How do we know?  Since Hulu is a TV platform delivered digitally, we are able to directly link exposure to ads on Hulu to an advertiser’s KPIs.  What we’ve demonstrated is that TV advertising works at driving both upper and lower funnel marketing metrics.

Television Is a Brand-Building Medium

It’s no spoiler alert that television is the world’s best brand-building platform, consistently driving quantifiable lifts in recall, awareness, favorability and intent.  Television content viewed via on-demand streaming is certainly no exception.  Last year, we posted what we learned when we extended our survey-based ad effectiveness methodology with Millward Brown to living room devices, on which 78% of Hulu viewing occurs.  By tracking actual campaign exposure on OTT devices, we verified those same results: That commercials viewed in premium content on television screens deliver measurable branding lifts.

The perfect storm of effective campaigns occurs when partners can strategically align a brand’s values and messaging with the content or platform. At Hulu, we call this a Custom Integrated Commercial (CIC).  By leveraging first-party insights and collaborating directly with the publisher, marketers can build creative bespoke to the environment.  Like a six-second vertical video ad on Snapchat or Snickers’ live commercial during the Super Bowl, commercials tailored to the environment that address an audience in a unique way can achieve outsized results for marketers.

 

 

TV Ads Also Impact the Lower Funnel

Recently, credit for driving “lower funnel” marketing metrics — those that account for actual purchase, action or conversion, and also known as last-click attribution — have been co-opted by digital platforms.  But digital platforms are not the sole domain of lower funnel marketing; television can also drive real, measurable conversion.  With the launch of multiple attribution products from third-party research vendors like Nielsen Catalina Solutions and SambaTV, and capabilities like BROH: Business Results on Hulu, advertisers have the proof they have long sought in a television environment. From driving consumers to buy products, visit stores and register on websites, in each case we’ve proven that ads delivered on a TV platform like Hulu work.

 

 

Bottom line, television commercials on big screens embedded in premium content are marketing’s sure bet, all across the marketing funnel.  So to our colleagues and partners at the participating Thor media companies, we’re with you on this journey.  As measurement capabilities evolve and expand we’ll keep wielding our hammer right along with you.


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  • 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.

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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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