Hulu Announces New Interactive Ads At NewFronts

What Happened
Hulu is expanding its interactive ads to target viewers watching in their living rooms, as the ad-supported streaming service announced a series of new ad deals at its NewFronts event on Wednesday morning. The company is working with BrightLine, an interactive advertising firm, to bring interactive ads to connected TV devices, including Roku set-top boxes or PlayStations, this summer. The new ads will enable living room viewers to click on an ad using their remote to learn more details about a particular brand, just like they would with the clickable ads that Hulu already serves on the desktop web.

Besides bringing interactive ads into the living room, Hulu is upping its ad measurement game by incorporating Nielsen’s digital ad ratings to its campaign reports. It is also teaming up with market research firm Millward Brown to offer brands more insights for their ads and will be working with our sibling agency Magna Global on that initiative as well.

What Brands Need To Do
With more and more viewers abandoning linear TV viewing in favor of on-demand viewing enabled by streaming services like Hulu, it is imperative that brands follow the eyeballs. According to Hulu, 70% of its content views now occurs on connected TV devices, whereas only 15% happens on the desktop. Therefore, it makes perfect sense for Hulu to extend its interactive ad unit to the living room. For brands, this extension, along with the improved measurement, should be helpful for reaching and engaging a big part of Hulu’s audience.

To read more on how brands can deal with the shift toward SVOD platforms, please check out the Appified TV section in our Outlook 2016.

Source: AdWeek

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Manager of Strategy & Content, IPG Media Lab

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