Hulu Introduces Binge Ads for High-Volume Viewers: NewFronts '19

后在1月份推出暂停广告近日，Hulu带着一种新的流媒体广告创新回归:狂欢广告. Hulu的用户喜欢刷屏, 该公司今天在其2019年的新前线表示, and binge ads can recognize when a show is being binged and provide a tailored ad experience. For example, viewers might get to watch the next show ad-free or receive a personalized offer. This ad format will debut in beta in Q4, then expand to all advertisers sometime in 2020.

新闻1 近50%的广告时长都是被刷屏的, Hulu说, and 40% of its subscribers binge more than one series in a month.

Hulu will also introduce a promotional program called Friends With Benefits, where browsers will see fake shows hidden among program listings. If they click on one, it will reveal a special offer for a product or service. 在下面的示例中, clicking on a show about flowers revealed an offer for a free bouquet from a floral delivery service.

确保Hulu的观众对广告有积极的体验, the company announced it's capping all ad breaks to 90 seconds, and ensuring no ad is viewed by one subscriber more than twice an hour or four times a day.

Hulu也宣布暂停广告, 目前正在与一组选定的广告商进行测试, 将于8月开始向所有人开放.

Hulu is known for having one of the more challenging user interfaces, 它通过宣布即将到来的变化来承认这一点. This summer, subscribers will see more titles on the screen when browsing. The company says it only has 60 seconds to help people make a choice and wants to help them find something before they look elsewhere.

订阅rs will soon have the option to subscribe to Disney+ and ESPN+ as add-ons. 这并不奇怪，因为迪士尼是Hulu的大股东.

Hulu announced it now has 28 million total customers and 58 million ad-supported viewers. Their median age is 31, and 21 million viewers are cord-cutters or cord-nevers.

今日新闻前沿的其他亮点:

Vudu

从7月1日开始, Vudu will offer campaign targeting using first-person data from parent company Walmart. Called the Audience Extension Network, it can reach over 50% of U.S. Vudu在其新网站上表示，这些家庭将拥有可寻址广告. 该平台的覆盖范围将超越Vudu, running across a network of OTT and CTV platforms (Vudu will reveal exactly which platforms in the coming months). It will support direct and programmatic sales, as well as frequency capping. It will also also provide post-campaign sales performance data to verify effectiveness.

副

While most publishers presenting during NewFront Week tout their brand safety, 罪恶正在谴责它. Overly-strict brand safety concerns have a censoring effect and are bad for diversity, 该公司表示. It will no longer allow advertisers to blacklist the following 25 words and phrases in the name of brand safety: bisexual, 同性恋, 同性恋群体, 变性人, 艾滋病毒, 女同性恋, 性别, 酷儿, 女权主义, 怀孕了, 跨种族, 中东, 阿拉伯, 亚洲, 拉丁/ o, 犹太人, 穆斯林, 伊斯兰教, 基督教, 头巾, 全球变暖, 气候变化, 难民, 移民, 超重/肥胖.

"Bias should not be the collateral damage of our much-needed brand safety efforts,卡维尔·汗说, 负责客户合作的高级副总裁, 在副 NewFront工作. "We invite you to join us in correcting our industry's brand safety system."

Photo: Christopher Abbott, Kyle Chandler, and George Clooney promote 第二十二条军规 在Hulu NewFront.