To make TV ad buying more efficient, Hulu will release their private programmatic marketplace, accessible by invite only, on January 1, 2019. The Hulu marketplace will include all of the streaming service’s content, from live shows to on-demand movies, and become the largest scale, premium private marketplace to reach consumers on OTT.
This new programmatic marketplace, a result of partnering with Telaria, a video management platform, will enable advertisers to purchase ad space on Hulu in a more direct way, allowing brands to better target their ideal audiences, filtering by demographics and geography. Hulu’s programmatic marketplace is intended to save a step for both marketers and Hulu by omitting the need to purchase content through Hulu’s sales team.
What Changes with Hulu’s New Programmatic Marketplace?
The Hulu programmatic marketplace will allow advertisers to set bids for impressions through agency trading desks or demand-side platforms (DSPs). Advertisers will be bidding for standard commercial breaks (30-second spots) in the programmatic marketplace while product placements and sponsorships will still be direct-sold through the Hulu sales team.
Bids can be campaign based, letting advertisers place priority on audiences they feel have the greatest potential to convert to their brands. The new programmatic marketplace will include:
- Frequency-capping: Restricting the number of times your ads appear for the same viewer
- Viewability measurement: Impression metrics, translates to campaign reach
- Hulu’s proprietary audience segments: Hulu’s method for separating its audience by demographics and geography
- Advertiser category separation: Hulu’s way of organizing advertisers by industry and products
Other details, like minimum and maximum bids settings, have not yet been disclosed.
Advertisers will be required to spend a certain amount of money on Hulu ads in order to access the programmatic marketplace, though Hulu hasn’t released the specific amount needed.
What Does Hulu’s Programmatic Marketplace Mean for Marketers?
With Hulu’s subscriber base reaching 23 million in the U.S., advertisers reaching the entire Hulu audience are likely including significant waste in their media buys. By using the new ad marketplace, marketers can better target their ad spend, placing their ads in front of consumers who are more likely to engage and convert.