The Trifecta of Campaign Success: Brand Awareness + Customer Acquisition = Increased Sales

In a recent survey of small to medium-sized business owners, we learned that their top three advertising goals are centered around customer acquisition, increased sales, and brand awareness. While many of them pinpointed brand awareness as a benefit of Streaming TV advertising, most did not associate this medium with acquisition or sales. We concluded that they may not fully understand that these three actually pack the biggest punch when used in combination—and brand awareness is where it begins.

Brand awareness is foundational to business growth and it starts with great storytelling. A strong story with a powerful reach to the right audience has the ability to tee up other digital lead generation tactics—such as search and social media—and connect the dots all the way through the customer journey.

Faye Trapani, Director of Self-Serve Ad Sales

We sat down with Faye Trapani, Hulu’s Director of Ad Sales, to get insight about the power of storytelling through Streaming TV advertising and how it has the ability to generate valuable brand awareness, which can be the foundation of increasing sales and creating better business outcomes.

How does video aid in brand storytelling and in the development of an effective ad campaign?

Faye Trapani: Video allows advertisers to convey rich ideas within a short period of time. You get to show what your brand is about, demonstrate your product in action, and use impactful storytelling to connect with viewers in ways you can’t in other mediums. Effective marketing is all about telling a story, and a well-made video can drive an emotional response with viewers. This builds trust and makes it more likely that people will remember and choose your brand when making a purchasing decision.

How can businesses make sure they’re creating effective ad campaigns?

FT: To make sure advertisers are creating an effective campaign, you have to first think about where your audience is in their customer journey, or “the funnel” as most advertisers call it. You would use different advertising tactics when approaching someone who has never heard of your business versus someone who is educated about your offers and is ready to make a purchasing decision.

If you’re already running a social campaign that’s focused on driving the purchase, you also might want to include a brand awareness ad in your advertising mix to provide people with more information about your product or service. Having a broad range of touchpoints working together creates familiarity with your brand.

Another thing you can do is think through how viewers are likely to respond to your ad. Are you making an emotional connection and honing in on exactly what you want to communicate to your prospects? Ask yourself the “so what” question: Why should someone care about who you are and what you have to say? Then, focus your messaging toward that goal.

How does great storytelling lead to more sales?

FT: I like to think of the trifecta of campaign success as: Brand Awareness + Customer Acquisition = Increased Sales

Businesses need to be able to tell their story in detail to communicate who they are and why people should choose to buy from them. You’re only going to get so far if you focus solely on the bottom of the funnel without filling the top of the funnel, where people are encountering your brand for the first time. While sales can be driven through direct response, which is the focus of many social media campaigns, if you’re not covering all of your bases throughout the entire customer journey, you’re missing out on a lot of potential sales.

In the simplest terms, a Streaming TV ad allows a customer to become familiar with your brand and a complimentary social media ad can give them the impetus to act on that familiarity. It is by having multiple channels in your advertising mix that brand awareness and customer acquisition tactics can work better together to increase sales.

Why is Hulu such a good place for a brand to focus on its story?

FT: Currently, Hulu’s audience has 83 million ad-supported monthly viewers who are already invested in storytelling, based on the premium content we provide. A Hulu ad spot gives brands 15 to 30 seconds to tell a story—which is a lot compared to the 6 seconds advertisers have to grab someone’s attention on social media.

We also offer advertisers a unique opportunity to customize who sees their ads, making sure their story is being told to the audience who is most likely to act. Commercials on traditional TV, for example, are shown to anyone and everyone, regardless if the product or service is relevant to them. Our self-service ad platform allows you to specify your ideal target audience, which allows you to reach your preferred demographic and ensures viewers only receive ads relevant to them and their interests. Also, viewers can’t scroll by or fast forward through your ads on Hulu.

What would you say are the top things that differentiate Hulu from other media?

FT: The first things that come to mind are Hulu’s engaged audience, the fact that many of them only stream and are not reachable through broadcast or cable, the affordability we are able to offer with our new self-service advertising platform, and the “authority” that is gained by a business appearing next to hit TV shows.

ENGAGED AUDIENCE
When people watch Hulu, they’re already highly engaged in the content they’re viewing when compared to other formats, which can be more passive methods of content consumption. We have found that viewers pay 151% more attention to ads on Hulu than Linear TV. By putting your ad in front of this more-attentive audience, you’ve already got consumers in the right mindset to be actively engaged with the story you’re telling through your ads.

CORD CUTTERS & CORD NEVERS
Out of Hulu’s 83 million ad supported viewers, 47% of them are what we call “cord cutters” or “cord nevers.” These are people who have either moved away from or never signed up for broadcast and cable television, choosing instead to solely stream their entertainment. If you’re only including broadcast television commercials in your marketing mix, this streaming-only audience is one you would never reach—and it’s a large one. That’s why it’s good to include advertising through Streaming TV in a well-rounded marketing mix.

AFFORDABILITY
Commercials on traditional TV can be quite expensive for smaller businesses, creating a high barrier to entry. With Hulu’s self-service ad platform, these businesses can now participate the same way a bigger company can, with the added benefit of being able to reach a specific audience and spend their dollars more efficiently.

AUTHORITY MARKETING
One of the coolest things we’ve heard from our clients who have advertised through Hulu is within their local community they’ll have people telling them that they saw their ad. It’s one thing to see a big brand that’s a household name being advertised, but a smaller local company appearing on a premium streaming service further legitimizes their business.

Start Telling Your Brand’s Unique Story: Advertise With Hulu

With our self-service ad solution, businesses of any size can now take advantage of the many benefits that advertising through Streaming TV has to offer. With flexible budgets starting at just $500 and no long-term commitment, this solution is tailored to help you:

• Effectively reach your ideal buyers
• Bolster the impact of your other marketing efforts
• Affordably generate brand awareness through effective storytelling
• Legitimize your brand among Hulu’s community of over 83 million engaged viewers

Sign up to be part of our beta today to learn more about how you can start applying the power of effective brand storytelling with Streaming TV ads.


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*Required Field

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.

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: 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 prefer PCM codec?

A: PCM codec is lossless audio quality, so whenever possible, please deliver PCM audio.

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

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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.