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Hulu Advertising Week 2019

September 18, 2019

Join Hulu at this year’s Advertising Week…

…for a look into how Hulu is redefining advertising through a viewer-first experience. Sessions include:
Date(s):

Monday, September 23rd – Thursday, September 26th

Location:

The Hulu Lounge, AMC Lincoln, 1st Floor 

Description:

Come join Hulu at the Hulu Lounge on the first floor of the AMC Lincoln Square Theater featuring surprise snacks, refreshments, charging stations, meeting pods, comfortable seating and more!

Schedule

Monday, September 23rd

Time:

1:15PM

Topic:

Applied Artificial Intelligence for Enterprise… Really.

Location:

Tech Stars Stage

Description:

Tech leaders building AI at the world’s leading brands discuss how data and machine learning are adding value to organizations in a meaningful way right now. The panel will focus on approaches that are working with specific examples and takeaways. This is not about the future or the past – this is about application and use cases that create value or cause pain in the present day.

Speakers:
  • Jaya Kolhatkar, Chief Data Officer, Hulu
  • Julia Huang, Managing Director, AMEX Ventures
  • Vince Lynch, Chief Executive Officer, IV.AI
  • Moderator: Marty Swant, Reporter, CMO Network Forbes
Time:

4:30PM

Topic:

What It Takes to Win in the Next Era of TV

Location

Entertainer Stage

Description:

Today’s consumer is empowered, motivated by choice and control, and expect to be reached in interactive and customized ways. Meanwhile, marketers are soul-searching for ways to go beyond short-term acquisition to build lifetime relationships. So how exactly can television platforms meet the needs of clients and consumers in a new era of TV? Join the leaders from across the television ecosystem as they reveal how their companies are shaping the next era of the TV ad experience and what it will take to win.

  • What works and what doesn’t: Consumers response to interactive and customized ad solutions
  • How brands are leveraging new ad products to go beyond short-term acquisition
  • Viewers threshold for ads: Real results from real companies
Speakers:
  • Jeremy Helfand, VP & Head of Ad Platform, Hulu
  • Christina Beaumier, VP of Product & TV Platform, Xandr
  • Cara Lewis, EVP of Video Investment, Carat
  • Moderator: Tanya Dua, Editor, Business Insider

Wednesday, September 25th

Time:

12:30PM

Topic:

Beyond the 30s: How to Reach the New Wave of Consumers

Location

Story Crafters Stage

Description

There is no “one size fits all” when it comes to a consumer’s digital savviness. In 2018, the digital fluency spectrum was first unveiled at Advertising Week New York, but that was only the beginning. What should digital fluency really mean to marketers? How does a consumer’s digital identity impact advertising receptivity? What messages and ad formats resonate best with a consumer who over-indexes on technology vs. someone who only uses technology when they absolutely have to? Hulu’s Head of Research, Julie DeTraglia, takes a dive into the consumer’s digital path and explores consumers attitudes and interactions when you go beyond the :30-second ad followed by a conversation with two top brands.

  • Going Beyond Demos: The impact of “digital identity” on consumer’s receptivity to advertising.
  • The messages and ad formats that resonate with consumers across the digital fluency spectrum.
  • Consumer attitudes and responses to formats that go beyond the traditional :30-second spot.
Speakers:
  • Julie DeTraglia, VP of Research, Hulu
  • Brad Feinberg, VP of Media and Consumer Engagement, MillerCoors
  • Geoff Sanders, SVP of Growth, Casper
Time:

5:30PM

Topic:

Calling All Cord Cutters

Location:

Story Crafters Stage

Description

TV viewing behaviors have evolved faster than predicted as consumers demand control over what they watch, when they watch and how they watch. Hear what trends are emerging and how advertisers can be most effective.

Speakers:
  • Nicole Sabatini, VP of Integrated Marketing, Hulu
  • Brian Albert, Managing Director of US Agencies & Creative Teams, Google
  • Jeremy Verba, GM & VP, Vudu
  • Tal Chalozin, Co-Founder & CTO, Innovid

Thursday, September 26th

Time:

2:30 PM

Topic:

The Combination of Influence and Authenticity Makes a Winning Team

Loction:

Roundel Stage @ IMAX

Desription

The most compelling influencer content inspires, connects and engages the audience in a genuine way. In an increasingly saturated media environment, how do brands effectively tap into the power of athletes, while maintaining brand authenticity? This powerhouse session, featuring leaders from all sides of the influencer marketing equation, explores what it takes to deliver athlete-driven content across a variety of platforms and build a successful brand and influencer partnership that wins the hearts of consumers.

Speakers:
  • Ryan Crosby, VP of Content Marketing, Hulu
  • Carli Lloyd, Two-Time World World Cup Champion & Two-Time Champion
  • Jennifer Van Djik, EVP of Marketing, Wasserman
  • Moderator: Jacob Feldman

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Ad Manager Terms

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.

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.

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

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.

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: 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.

The use of Graphik is acceptable in cases where the Client cannot supply their own typeface.

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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Hulu Newfront

Green Is Good Digital Hub

Complete the form below for access to the full NewFront plus bonus content.

Q&A With
Gadi Amit

Founder, New Deal Design

Gadi: The development of serendipity in recommendations is very important. An analogy I use is that of a restaurant. If you go to a good restaurant, you don’t always want to see what you’re looking for. You’re looking for surprises. It’s not the expected, it’s the unexpected. You trust in the restaurant’s atmosphere. You don’t know exactly what you’re getting, but you trust their creativity and that you’ll enjoy whatever they serve you.

Do you think it is possible for a streaming service to become that “restaurant” - a trusted source of serendipitous recommendations?

Gadi: I absolutely do. But it is difficult. It’s a long game. It requires them to build trustworthiness with audiences through genuine content recommendations over the years.

Q&A With
Gandi Amit

Found New Deal Design

Gandi: The development of serendipity in recommendations is very important. An analogy I use is that of a restaurant. If you go to a good restaurant, you don’t always want to see what you’re looking for. You’re looking for surprises. It’s not the expected, it’s the unexpected. You trust in the restaurant’s atmosphere. You don’t know exactly what you’re getting, but you trust their creativity and that you’ll enjoy whatever they serve you.

Do you think it is possible for a streaming service to become that “restaurant” -- a trusted source of serendipitous recommendations?

Gandi: I absolutely do. But it is difficult. It’s a long game. It requires them to build trustworthiness with audiences through genuine content recommendations over the years.

Q&A With
Jonathan Miranda

Emerging Strategy Principal, Salesforce

Another expectation among younger generations seems to be personalization. How are you seeing this play out in media?

Jonathan: If you go into the world of advertising and marketing, customized, personalized advertising is more important than ever before. There’s a realization that eight years of funny commercials that we’ve showed everybody probably for the fourth time, doesn’t work anymore. So there’s a lot of companies moving towards specialized advertising.

How does this type of personalization translate to personalizing content beyond advertising? Who’s going to predict what people will want to watch, and do it first?

Jonathan: It’s not about being the first to predict what people want to watch. It's different. It’s about getting viewers to browse. You want to show them the value of all of the money Hulu has spent and the great range of TV and film for them to choose from.

Q&A With
Julie DeTragila

Head of Research & Insights, Hulu

Julie: There are vast differences between the way under 35-year-olds watch TV and over 35-year-olds watch TV. I grew up in a world where there were maybe 10 channels, and my viewing changed as technology and options changed. Younger viewers started from a really different place. Everything has always been on-demand. Anything they ever wanted to see was available to them, and they therefore have different expectations for TV.

How so?

Julie: One of the things we found with Gen Z is that they really want to be immersed in something for a long time. They want to have content that they can live with for a while; it’s like this long, seamless storytelling. They’ll knock off a couple episodes a night and it will last a couple of months. And then they’ll re-watch it a million times over.

What other shifts have you seen happen-with Gen Z but also more broadly-with the rise of streaming?

Julie: For years, television had to deliver a specific rating. Shows had to appeal broadly or else they wouldn’t survive. And those days are long gone because, with streaming services, shows can reach hundreds of thousands of people or tens of thousands of people and still be considered successful. There’s more experimentation with the types of content; we’re not locked into an hour, a half hour, a comedy, etc. The industry can create really niche shows to appeal to niche audiences, but also simultaneously create big, broad experiences that are shared by millions.

Q&A With
Larissa May

Founder, #HalftheStory

Your work focuses a lot on Gen Zs who, for better or worse, are dubbed “digital natives.” How do you think a generation of digitally native audiences view digital content differently than older generations?

Larissa: I think for young people digital content is a way they’re able to explore their own identities through the story... They want to see themselves and their stories in the content that they’re engaging with.

Tell us a little more about this digital content as Gen Z’s form of self-reflection.

Larissa: Digital content is sort of like a currency. I find that young people want to watch things that their friends are watching so that they can have conversations about it. For example, with Euphoria, young people were just kind of in love with the characters. It was very timely and a bit provocative, and then there was a way that they could see themselves in these stories and connect with their friends about the topics and ideas in the show.

And then also they could almost embody these characters in their own life. I really do think that the TV shows that young people are buying into are actually influencing their culture and their trends and even their language that they’re using.

Q&A With
Richard Frankel​

Global Creative Director, Spotify

What does the future of personalization look like?

Richard: I think it’s all down to trust. We're going to see more opportunity on platforms like Hulu and Spotify where the user trusts us.

That’s really interesting. Another area we wanted to explore is podcasts, and their relationship to video. For example, the show Homecoming is an adaptation of a podcast; the podcast Office Ladies is a spin-off from a TV show. Why do you think the two formats work so well together?

Richard: Anything at all that drives conversation in pop culture, and TV does a lot of that, is worthy of consideration in a podcast environment. Any of these conversations can become multiple audio streams that evolve with experts, interviews, and all kinds of narrative threads that can flesh out characters, or narrative development, or whatever's happening in those shows.