At Hulu, we know DTC brands because we are one – and we’ve played in this space for over 12 years. We’re built for these brands; providing a mix of digital capabilities with the expanded reach of linear TV. Likewise, we know that our digitally fluent viewers are receptive to the DTC model, as they over-index on DTC brand usage across a number of categories, from digital stylists to meal kit delivery services.
When we drill down into the metrics, we see lifts across the entire purchase funnel. In a recent case study, we found that nearly 75% of Hulu’s DTC campaign reach was incremental – meaning that these consumers would not have seen the ad if it had been run on traditional TV.
We see this success cascade down to the lower funnel as well, as a DTC brand’s campaign on Hulu drove a 50% lift in purchase intent – 3x greater than the industry norm.