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.
Source (1): Ad Receptivity and the Ad-Supported OTT Video Viewer, IAB & maru/matchbox, October 2018
Source (2): Kantar Millward Brown, 2019
Source (3): Ad Receptivity and the Ad-Supported OTT Video Viewer, IAB & maru/matchbox, October 2018
Source (4): Experian Sales Impact. 6.25.18 – 7.22.18. Scaled Control Group