An over-the-top advertising or OTT advertising tool allows brands to advertise on apps and streaming services. When looking at Hulu’s advertising technology, many opportunities become clear. From T-commerce which allows viewers to purchase directly from the ad to interactive interstitial that shows your commercial then enables viewers to explore more content within the ad itself. As an experienced OTT advertising agency, we decided to dive in and get to know Hulu ourselves.
Some tips to keep in mind when deciding how to advertise on Hulu:
1. Not everything needs to be interactive
Hulu has a lot of interactive options that are meant to get viewers clicking for more. Take a look at the full list. While these are valid and exciting offers, it’s important to consider how your chosen media can enhance your product rather than how trendy that media’s capabilities are. If you have a product that requires high-involvement purchasing like a car or a home, being able to dig into the details to see more and learn more makes a lot of sense. If your product calls for a shorter consumer journey, a classic ad, Hulu’s slate advertising, or custom integrated commercials could be a better approach.
It’s important to note that we’re not saying that those interactive options aren’t valid. They can be entertaining and engaging. Allowing your consumers to choose which version of your ad they’ll watch can make them feel like they have some control. But if the audience doesn’t particularly care, then those extra seconds of ad selection can come off as more bothersome than empowering. It all comes down to knowing your brand and your message while deeply understanding what motivates your target market.
2. Leverage context targeting, get specific
When it comes to streaming media, you can get incredibly detailed with your targeting. Determining the type of shows your consumers watch can seem pretty simple. But with so many options on how to advertise on Hulu, you need an in-depth understanding of what motivates your target market to predict what they’ll respond to. Will they care enough to find the controller and click for more? Are they watching on TV through a device? On the computer? On the phone? Some of Hulu’s advertising types work only through a browser. Some are only seen by those who are browsing around. So if your target market is full of planners who only open Hulu when they’ve got their show in mind, they won’t see it. You need to get specific about your targeting; it has to go deeper than a tendency to stream media. How does your audience stream? When? Where? On what? These details matter. How each of Hulu’s options applies to different contexts that can be found.
If you pinpoint what motivates your consumers to listen, you can leverage the unique capabilities of Hulu advertising to drive real results. For example, if news about a specific show on Hulu coming back will attain consumer attention more effectively than your current campaign, then your OTT advertising agency should consider the custom integrated commercials option on Hulu. These take main actors or environments from popular shows and put your product into the mix to explore interesting applications of your features while driving consumer interest. Learn more about in-depth, strategic targeting.
3. High-tech ads have their place and time, so choose traditional options
As an OTT advertising agency, anything and everything ‘cutting-edge’ can feel exciting and enticing, but it’s not about the amount of fun you have creating or placing the ads—it’s about their effectiveness. Hulu advertising doesn’t center around the video or even experiential advertising. It has to center on your consumers and what appeals to them while they’re streaming. Effectively promoting your products can be as simple and classic as product placement. With Hulu’s masthead product placement your market will come across your brand right next to Hulu’s recommended popular show while they browse for the next series to watch. A page brand placement is also a possible solution, but it will only be seen by those scrolling through streaming options from a browser.
4. Don’t put all your eggs in one basket
Your campaign should vary, once you’ve correctly targeted your consumers you don’t want your message to get too repetitive or boring. Your OTT advertising agency should vary your ad buys between the multitude of options Hulu provides to keep your consumers engaged rather than tuning out. A good example would be a mix of ad selectors allowing your consumers to choose between 2 or 3 different video ads then supporting it with masthead product placement to retarget your market on another day. Raising interest in a way that isn’t monotonous or annoying. Another good mix could be a custom integrated commercial to get your consumers listening and seeing your features in an engaging way, then following it up with a T-commerce placement where they can see one of your campaign commercials then make a direct purchase. Learn about our strategic marketing.
Whatever mix you end up going with, promoting your products in various innovative ways will keep your target market engaged with your brand, keep your product top-of-mind, and reliably drive brand recognition. No campaign should feature just one ad. Once your branding is targeted as specifically as Hulu allows, a single-note campaign will become repetitive and monotonous. Varying the media type, especially on the same platform, will keep your message fresh and engaging.
5. Approach with a strategy in mind
There is a lot an experienced OTT advertising agency can do with advertising on Hulu. However, with the multitude of options and varied audiences, you need to approach Hulu advertising with clear goals and tactics in mind. Otherwise, your message can get buried in the noise of the platform itself. Get an expert team that will do the research, build the strategy, and crafts the creative needed to design an impactful campaign that will get your consumers talking. The goal is to end up with one contiguous campaign that seamlessly delivers your brand’s message in an engaging way to drive conversions. Equipped with a deep understanding of your audience, effective communications, and Hulu’s capabilities your campaign has the potential to drive incredible results.
Hulu can be a greatly effective platform for reaching and engaging your audience. But it is important for your OTT advertising agency to remember some key elements. Not everything needs to be interactive, cutting-edge technology can be really engaging but it needs to match your branding and products. Hulu shows attract specific audiences, know who will be seeing your message and position your communications accordingly. High-tech ads have their place and time, so do more traditional options, consider how each message will be communicated across executions. Don’t put all your eggs in one basket, let your campaign vary to keep your consumers listening. Finally, approach with a strategy in mind, don’t get bogged down in the details. Have clear objectives and set tactics to reliably achieve your goals. Contact our team of media buyers and planners to assist you.Back to Thinking