Recently Hulu’s Senior Vice President of advertising sales Peter Naylor sat down with ADWEEK to talk about Hulu. Much of the conversation focused on Hulu’s new live TV streaming service.
When talking about the future of Hulu Hopkins said. “There’s a lot of momentum and exciting things happening across the board at Hulu this year.” Shifting focus to the new Hulu live TV streaming service Hopkins said “We’ve taken care to make sure that when we launch, it makes sense, it’s easy to use and it’s seamless,” says Hopkins.
It seems Hulu believes its interface overhaul will help separate Hulu’s live TV offering from that of competitors like Sling and DIRECTV NOW. “We’re going to be offering up a whole new way of navigating and personalization to make sure we’re serving up the right thing to a viewer every time they log in,” says Naylor, adding that the new interface will also open up sponsorship packages beyond the usual 15- and 30-second spots. Plus, brands can take advantage of the same addressable advertising capabilities already available on the service, including dynamic ad insertion and dynamic ad replacement into the cloud-based DVR programming that will be offered with the live TV package. “We don’t lose anything to being time-shifted,” says Naylor. “We can recapture those views whenever the viewer wants to watch their content.”
So what does this all mean? Well its hard to say as there is a lot of reading between the lines here. One key thing to see here is the hope of Hulu to use the cloud-based DVR to deliver commercials to the consumer. How that will work is hard to say and we will need to wait and see.
The other question these comments bring up is the idea of sponsorship packages in the menu system. Again there is no way to know if this will be a banner ad or maybe the ability to buy a prominent placement on the menu. (Something many other services have done.)
For now we will have to wait for Hulu Live TV to come out before we can find out what Pete Naylor means by ads in the DVR and the new interface.
Cord Cutters News has reached out to Hulu about Peter Naylor’s comments and will update this story when we learn more.
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