Client Testimonial Interview: The Beer Home Team

Hulu Ad Manager Delivers ‘Wow” Factor for San Diego Real Estate Team.

The brand authority that a business can gain from TV advertising can elicit a wow-factor by appearing next to TV’s biggest shows. However, for many small to medium-sized businesses, the idea of advertising on TV—both traditional and Streaming—has previously felt out of reach due to budgets, complexity and a variety of other reasons.

With the introduction of Hulu Ad Manager, our new self-service platform, businesses of all sizes are now able to advertise on Streaming TV without the restrictions of big budget requirements and complicated campaign management. The Beer Home Team, a San Diego-based real estate company, knows this first hand. Recently, we sat down with Mary Davis, their Marketing Coordinator, to talk with us about the wow-factor they experienced using the platform.

In this interview, she shared their experience with Hulu Ad Manager, the results they’ve seen, and why Streaming TV has been a timely addition to their advertising mix.

Hulu: Please tell us a bit about Beer Home Team and the audience you are trying to reach.

Mary Davis, Marketing Coordinator

Mary: Beer Home Team is a residential real estate company based in San Diego county. While we serve the entire county, our niche market is selling homes between $700k and $1.3 million located close to major freeways. We’re primarily seller-focused, and our ideal audience is homeowners of any gender ages 25 and up.

We concentrate less on household income and more on how many kids are in a home and their ages. This is because a common reason people want to sell their homes is they have an infant or a kid in high school and find themselves requiring different space needs than their current home provides.

Hulu: What marketing or advertising challenges did you experience that led you to try Streaming TV advertising?

Mary: As believers in the value of authority marketing, advertising on Hulu as a local business really sets us apart in our market. Streaming TV has been a missing piece of our marketing strategy for a while, but it was only recently that everything lined up perfectly for us to finally tackle it.

Streaming TV is interesting because it is way easier to reach our ideal audience and stand out from the crowd, especially as a local business advertising to specific regional demographics. The authority and tie-in with a trusted brand like Hulu also helps our overall brand recognition, allowing us to advertise at an accelerated level.

Though we love and value advertising through traditional TV, trying to get accurate numbers on engagement and track our ROI can be difficult. This is because our commercials are shown to everyone who happens to be tuning in at the time, not just our ideal demographic. Being able to effectively reach our audience has become increasingly important, and there’s much more control of that in the Streaming TV space. Also, it’s another channel where people are watching and accessing content, so for us it’s not “either/or” with regards to TV commercials, it’s “and.”

Which channels and solutions are currently part of your advertising mix?

Mary: Our advertising mix includes billboards, radio ads, print ads, social media ads, webinars, and commercial spots on every local news station. All of these channels work in tandem to create lift for all of our other marketing pieces, so pursuing Streaming TV was the next logical step.

“This opportunity for brands without corporate-sized budgets to get on a platform like this really had that ‘wow’ factor, which is what really attracted us.”

Hulu: What do you find attractive about advertising through Streaming services compared to other platforms?

Mary: In our eyes, the Hulu brand is very well respected and used by many people. This opportunity for brands without corporate-sized budgets to get on a platform like this really had that “wow” factor, which is what really attracted us. Unlike most of our other advertising channels, Streaming TV advertising also has the added bonus of providing us with a bigger canvas to tell a more thorough story about our brand and what we have to offer.

While social media ads are affordable, they’re not necessarily as effective as Streaming service commercials. This is because people can watch two seconds of our ad on a social media platform and keep scrolling. With a Streaming service, not only are we able to hyper-target our ideal audience, they’re much more engaged, probably due in part to the fact that they can’t skip the commercial.

We’ve also found the cost, ROI, and overall engagement with Streaming TV to be much better than most other channels. With Hulu, the audience might be watching a specific show or binge watching a series and can’t move through those commercials without seeing our ads, and I think that creates an extremely unique opportunity for us.

Hulu: How has your experience been working with Hulu Ad Manager as a self-service solution?

Mary: Overall, the experience has been extremely positive, and there are a couple of aspects I could talk about individually so I’ll answer based on each.

Budget
We were delightfully surprised at the impressions we got within our narrowly targeted audience, so we think our money went pretty far. We even got great feedback from targeted friends and colleagues who saw the ad, so we knew for sure it was working as intended. Also, in cases where we’ve doubled our budget, we have also doubled our impressions, so adding more money has created incredible growth for us.

Ease-of-Use
Hulu’s self-service solution was really easy to use compared to other channels while also providing us with advanced audience segmentation capabilities. To compare, I needed to take a course to correctly use one of our social media channels because of the overwhelming complexity. With Hulu Ad Manager, it literally takes me less than 5 minutes to build a campaign.

Audience Reach
Hulu Ad Manager makes it easy for us to segment our audience in an intuitive way. We’ve even had friends in our niche demographic of homeowners with kids or teens reach out and say “I saw your Hulu commercial!” while their neighbors who don’t fit in that demographic didn’t see it. So, it’s been cool to see firsthand evidence that we’re reaching the right people.

“People who’ve seen our ads on Hulu come to that first meeting with more knowledge and confidence in us as a company that can help them with their needs.”

Hulu: What were the business objectives of your campaign and what key metrics do you use to define advertising success?

Mary: For us, a successful “conversion” from all of our ad campaigns means receiving a phone call, which we can then turn into a meeting appointment and ultimately a closed deal. We understand that it takes a long time to foster brand recognition and trust with an audience so that they reach that decision point.

By becoming familiar with us over time across multiple touch points, someone looking to sell their home will immediately think of Beer Home Team. People who’ve seen our ads on Hulu come to that first meeting with more knowledge and confidence in us as a company that can help them with their needs.

The reporting is simple and clean, and I can understand my results in a few short minutes. Compared to other self-service advertising channels we’ve used, it’s a dream.

Hulu: Can you share some of the results from running your ad campaign on Hulu?

Mary: So far our lifetime impressions are at 50k, and our CPM (cost per thousand) is excellent overall. For example, a campaign that only ran for seven days had 28,087 impressions delivered to our preferred audience, and that’s a good number for us. And again, it’s so valuable to know that this number reflects our ideal audience, not a catch-all number for anyone and everyone who happens to be watching at the time.

And the reporting is simple and clean and I can understand my results in a few short minutes. Compared to other self-service advertising channels we’ve used, it’s a dream. So far, we’ve really enjoyed this experience and look forward to creating more ads and exploring more of what Hulu’s self-service solution has to offer.

Learn More About Hulu’s Self-Service Advertising Solution

Thank you so much for your time, Mary! We’re thrilled to hear you’re enjoying your experience so far and can’t wait to see what’s next for Beer Home Team.

Looking for an affordable way to wow your potential customers? Learn more about Hulu Ad Manager —the new way for businesses of all sizes to appear next to TV’s biggest shows.


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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.

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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.

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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.

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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.

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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?

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