Those Who Can, Cannes. Those Who Can’t, Hulu.

This year at the Cannes Lions Festival, executives from Hulu took the stage to speak about how Hulu is transforming today’s TV landscape. If you need a recap of the event, here are four key themes for you to consider:

Hulu Truly Embodies A “Viewer-First” Mentality

From Hulu’s content offering to the product and advertising experiences, every decision Hulu makes starts with the viewer.

“Hulu was the winner for us, not only because of the passion in the room, but the data indicated to us how direct our relationship could be with the audience. It indicated to us that we knew where people were going to watch…and we knew who would be into the content we were creating.”

– Kerry Washington, Executive Producer, Little Fires Everywhere

Hulu Is The #1 Choice For TV

Viewers have vocalized their desire for more choice and control in their TV experience. They crave stories that impact culture, inspire conversation, and are delivered in a convenient and personalized way. These consumers are tech-savvy and digitally fluent – and they are choosing Hulu.

  • Hulu is home to 85,000+ episodes, and 80% of Emmy nominated content.
  • Hulu is now the fastest-growing SVOD service in the U.S., adding more than 7.5 million paid US subscribers in 2018.
  • Ad-Supported viewer engagement is up +82% over the past year.

Hulu Effectively Reaches Consumers

Premium content that is fully-addressable across all devices, and delivered in a brand safe environment. Hulu offers brands a better way to reach consumers who love TV with creative opportunities that simply do not exist in conventional television or social channels.

  • 61 Million ad-supported unique viewers – 21 Million viewers are cord-cutters.
  • 85% of Hulu viewers are light-TV viewers – more than half of viewers who saw a campaign on Hulu, never saw it on traditional TV.
  • Targeted Hulu Campaigns are at least 2X more effective than MVPD addressable benchmarks (e.g., Hulu delivers 3X higher ad recall and 2X higher brand favorability).

Hulu Authentically Connects With Consumers Through Storytelling

By tapping into cultural moments, Hulu brings life to new Hulu Originals. To stand out in an era of peak TV, publishers must create deeply original content that connects with consumers.

  • Social media activity around Hulu and Hulu Originals has increased more than 40% over the past quarter.
  • In the first week of The Handmaid’s Tale Season 3, Hulu had 100% view-through on all three episodes (e.g. viewers finished the episodes).
  • Every new Hulu Original series launched in 2019 has been certified fresh by Rotten Tomatoes (and all have scored above 80%).

Speaking of content, click here to check out our upcoming slate of exciting Hulu Originals.

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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