Hulu is launching a brand-new type of ad experience that lets companies to specifically target viewers who binge-watch, or watch numerous episodes of a favourite show over an extended period of time.
How Does It Operate?
These “binge-watch advertising” provide contextually appropriate adverts that recognise the beginning of a binge by using machine learning techniques to identify when a viewer has begun to binge-watch a show.
This comes to an end when the viewer enters the third episode and learns that the next one is ad-free or features a customised offer from the brand partner.
At Hulu’s yearly NewFronts presentation in May, where it showcases to advertisers its newest series, features, and ad formats, the binge-watch ad idea was first introduced.
The business is constantly experimenting with different ad layouts that are intended to better serve a streaming audience while being minimally intrusive.
As an illustration, Hulu used to provide “pause adverts,” which only appear when the user selects the pause button.
According to Hulu, since binge-watching is becoming such a common way for consumers to watch their favourite episodes, it seemed logical to target this audience.
Now, 75% of US customers report binge-watching, and on Hulu specifically, binge-watching accounts for close to 50% of ad-supported viewing hours.
A “binge,” according to Hulu, is when a viewer watches three or more episodes of a given season at once.
The Debut Sponsors
By way of Publicis Media, a private launch agency partner of Hulu, the debut advertisers to receive on the current binge-watch ad format are Kellogg’s, Maker’s Mark, and Georgia-Pacific.
Although Georgia Pacific will advertise its Sparkle paper towels, Kellogg’s will push its Cheez-It Snap’d crackers in its binge advertisements.
Naturally, Marker’s Mark will promote its bourbon.
The brands claim that the present model appealed to them since it gives them a chance to interact with and reward the consumer over a protracted entertainment session.
Also, it better fits the way that modern TV viewers watch TV.
Viewers are less sensitive to intrusive advertising now that there are more ad-free subscription television providers like Netflix.
When a brand’s advertisement repeatedly runs during the viewing session, consumers may become interested in it.
Offering advertisers the option to sponsor an episode instead of making it ad-free results in more satisfied viewers.
