Extending Your Reach on Hulu

It’s no secret that today’s TV viewers are watching less linear TV and streaming more.

Cord-cutting is accelerating, and many young consumers are opting to never start a cable subscription, creating a growing population of viewers that cannot be reached through traditional TV.

With this shift in landscape, marketers are looking to extend their traditional media spend on streaming platforms to reach viewers who watch less or no TV, since these viewers are hard to reach with traditional ad buys.

Hulu is a great place to reach those “hard to reach” viewers. Not only does Hulu allow advertisers to reach a cordless, light TV audience, who often have not seen their ads on traditional TV, but Hulu also offers premium content served in a brand safe environment, a lighter ad load than traditional TV, and consumption that eclipses most other OTT apps. And Hulu now has more than 58 million ad-supported unique viewers.

Cordless & Light TV Viewers are on Hulu (& Growing)

More than half of Hulu viewers are either light linear viewers or non-viewers of TV. And Hulu’s cordless audience is growing, reaching 21 million cordless ad-supported viewers – all of whom cannot be reached on linear TV.

At the campaign level, based on an average of multiple extended reach studies conducted with Nielsen, 85% of viewers who saw a campaign on Hulu are considered light linear TV viewers (up +5 percentage points from the previous benchmark).

Half of the Viewers Who Saw Your Campaign on Hulu Never Saw it on TV

Across our incremental reach norms, we see that 53% of viewers who saw a campaign on Hulu never saw the campaign on TV.

Hulu’s ability to extend the reach of traditional TV campaigns is demonstrated across a wide range of brands:

Hulu Success Story: Kroger

In a recent national campaign for Kroger’s Simple Truth, the brand saw 82% exclusive reach on Hulu for their target demo of people A25-54.

In addition, 95% of viewers reached by the campaign were light linear TV viewers (i.e. viewers with little exposure to linear TV).

Kendra Clune, Associate Media Director for Kroger, shared:

“Our customers don’t differentiate between linear and OTT, and it’s more difficult to reach our younger customers through linear, so we’ve adjusted our media planning and buying approach to look at video more holistically and to maximize reach across all formats. The landscape is still fragmented and most providers have limited scale, so we are leaning in with select partners that can provide the scale and incrementality Kroger requires.”

Hulu Success Story: Lexus Tier 2 Auto

In a recent locally targeted campaign for Lexus, the brand saw 72% exclusive reach on Hulu and 83% of the campaign audience consisted of light TV viewers.

Linda Ranieri, Lexus Dealer Association, Media Director, shared:

“As marketers, we know the video landscape is evolving and fragmenting across more consumer choices for video consumption. The LDA invested streaming dollars with Hulu because the platform allowed us to target our customers in local markets to deliver commercials within premium, brand-safe content. Hulu’s capability to provide an in-demo guarantee based on Nielsen was also important to us. We take a holistic approach to video, combining streaming delivery with traditional broadcast/cable for an overall video communications goal. The XCR studies – we have participated in two – empowered us to illustrate to our clients the importance of taking a holistic approach to video. Both studies showed that a significant majority (over 65%) of Hulu viewers we reached had not seen our ads on traditional television. Hulu provided critical exposure for our client amongst light TV viewers and cord cutters/cord-nevers.”

Success Story: DTC Brand

In a recent campaign for a DTC brand, the brand saw 72% exclusive reach on Hulu. Overall, 85% of the campaign audience consisted of light TV viewers.

Hulu’s Campaign Reach Studies Are Third Party Verified

Measurement of Hulu and linear TV reach is conducted by Nielsen, via Nielsen’s Extended Reach Study (a custom study commissioned by Hulu) which measures a campaign’s reach across platforms. Hulu’s relationship with Nielsen enables them to measure exposure across the Hulu audience. This exposure is then matched with Nielsen’s industry standard TV data and to Nielsen’s Cross Platform Homes panel, enabling calculation of a campaign’s total and de-duplicated reach across television and connected TV platforms.


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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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