Hulu is launching a new ad experience today, making it easier for viewers to enjoy a binge watching sessions with fewer interruptions.
According to Deloitte’s Digital Media Trends Survey shared by Hulu, 75% of US consumers say they indulge in binge watching TV shows. On Hulu, nearly 50% of ad supported viewing hours are spent binge watching. Hulu defines binge watching as watching three or more episodes during one viewing session.
Hulu knows their viewers love to settle in for a marathon of their favorite show. And they know that with the new way we watch TV, there also needs to be a new way for advertisers to reach their audience. Cue a new viewer-first approach.
Today, Hulu is introducing the first ad experience tailored to binge watching, in partnership with Publicis Media. The first group of advertisers to take part are Kellogg’s Maker’s Mark, and Georgia-Pacific.
“A laser focus on consumer occasions is one lever we pull when making marketing decisions at Kellogg,” said Gail Horwood, Chief Marketing Officer, Kellogg’s North America. “Cheez-It Snap’d, with its lighter texture, amped up cheese flavor and lower-volume crunch, was specifically designed for munching during TV viewing. Engaging with, and rewarding consumers, during a marathon entertainment session allows us to be an intrinsic part of this unique snacking occasion and taps into the thrill TV fans have when they’re racing through their favorite shows.”
Hulu says that they’ll use their deep, first-party viewer insights to tailor ads to each viewing experience, rewarding viewers for bingeing with the next episode ad-free or a personalized offer from a brand.
Machine learning predicts when viewers are likely to start a binge watching session. Relevant messaging is then enacted, acknowledging that binge watching has begun. On the third episode, viewers will get a message letting them know that their next episode will be ad free, or giving them a unique offer from a brand partner.
Hulu says this new ad experience meets the viewer’s need for less disruptive advertising and the advertiser’s need to better reach their audience with more relevant messages.
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