Hulu debuts a new type of ad that will reward binge-watchers

Hulu debuts a new type of ad that will reward binge-watchers
By: WNG CNBC Posted On: December 12, 2019 View: 40

Hulu debuts a new type of ad that will reward binge-watchers

An example of a binge ad on Hulu from Maker's Mark.


Hulu said Thursday it's now rolling out a new type of advertising for binge viewers, which will seek to reward them for watching three or more episodes with an offer from a brand or a commercial-free episode.

The Disney-controlled streaming video service, which unveiled details of the new ad experience during its NewFront presentation back in May, said in a blog post Thursday it's launching the ad experience with agency partner Publicis Media, part of French holding company Publicis Groupe, and advertisers including Kellogg's, Maker's Mark and Georgia-Pacific.

The new binge ads come as advertisers are increasingly seeking ways to reach customers in a way that doesn't annoy them. Ads that tie into content or that show a story across commercial breaks have seen some success — take Procter & Gamble's widely applauded "It's a Tide Ad" spots during the 2018 Super Bowl, which continued through ad placements throughout the game.

Hulu will use data on viewers to predict when they're likely to begin binge-watching a show, which it defines as watching three or more episodes at a time. The platform will serve "contextually relevant messaging from our brand partners that acknowledges a binge watching session has begun."

For instance, an example ad for Cheez-It Snap'd snacks reads, "Another episode? Snack it to me!" and one from Sparkle says "The dishes can (probably) wait. More TV!"

Once a viewer reaches a third episode, an message will reveal that the next episode will be ad-free (this message could be "presented by Sparkle," for example) or will give the viewer a unique offer from a brand, like $1 off a bag of a certain variety of Cheez-Its.

Hulu started in 2007 as joint-venture among several major media companies, but is now majority-owned by Disney. In May, minority owner Comcast handed over its operational control to Disney, and signed a deal that would let it sell its 33% stake to Disney by 2024. 

Disclosure: Comcast owns NBCUniversal, the parent company of CNBC.

Read this on WNG CNBC
  Contact Us
  World News Guru
Mail : [email protected]
  Follow Us
Site Map
Get Site Map

World News Guru is completely free and offers a broad range of media content from a varied and extensive range of sources. A global leader in online news, World News Guru presents news from over 2,000 reputable sources including mainstream providers BBC, CNN, CNBC, Sky Network, The New York Times etc to more regional and localized sources. We deliver unparalleled coverage on a vast range of subjects. This provides users with a variety of perspectives and different interpretations on breaking news events.