Hulu, The Original DTC Brand

Today’s consumer is empowered, motivated by choice and control and expects to be reached in interactive and customized ways.

In order for brands to break through the crowded and complex marketplace, performance marketing is critical to building direct connections with consumers. As the direct-to-consumer category expands and businesses grow, so too does the need to elevate storytelling for current and prospective consumers without sacrificing targeting and measurement capabilities.

In today’s media landscape, only streaming video offers a digitally-native audience for these DTC brands to connect with and create a premium, data-powered environment.

And only Hulu can provide the best of digital and the best of television to help brands build lifetime relationships with consumers.

Hulu is a digital brand that is – along with other successful DTC brands like Lyft, BlueApron and Casper – a story of innovation and reinvention based on changing consumer needs. We’ve built a service that is “viewer-first” and gives consumers more choice, control and flexibility in their television experience.

We understand what it takes to win the hearts and minds of consumers. We know how important it is for brand marketing and performance marketing to work together and be accurately measured, because that’s exactly how we reach our customers too.

Hulu Viewers Have an Affinity for DTC Brands

With over 12 years in the space, we’ve gained deep, unique insight into the coveted audiences – and the target audience for DTC brands lives on Hulu. Just like Hulu viewers, DTC consumers are young, affluent, tech-savvy, and they demand more content, more control, and better experiences – whether watching TV content or shopping for a new mattress.

With a median age of 32, Hulu viewers grew up in a digital-first world; it comes as no surprise that interacting with DTC brands is almost second nature.

In fact, 73% of Hulu viewers say that they are interested in DTC brands, and more than half of consumers say that they regularly use at least one DTC brand.

Similarly, ad-supported OTT viewers spend 2x more on DTC subscription services than TV-only viewers.

Average Monthly Spend on Subscription Services

Breaking Through to DTC Consumers Across the Full Funnel

DTC brands have traditionally been focused on lower funnel conversions, and that remains an important piece of their media strategy. Today, they also recognize the importance of building a true “Brand Identity” and to do that, DTC brands have set out to leverage upper funnel metrics on platforms like Hulu.

It is proven that Hulu is great for both upper and lower funnel metrics:

Upper Funnel: DTC campaigns perform well on Hulu and produce strong growth in Brand Favorability. Here’s a look at Hulu’s upper funnel DTC benchmarks:

Lower Funnel: Ad-supported OTT viewers are 5x more likely to purchase DTC brands. Here’s a look at Hulu’s lower funnel DTC results:

Case Studies: Hulu’s case studies also prove that DTC campaigns drive results. In a recent study, a DTC Brand experienced an increase in website visits, transactions, and overall sales due to advertising on Hulu.

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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