Tying email engagement to video campaigns, Hulu is offering their new interactive advertising to marketers everywhere. The first brand to try it out the streaming service’s new advertising option was Sleep Number.
As over-the-top (OTT) TV platforms replace primetime television in consumer homes, more brands are actively transferring their budgets to these interactive ad experiences.
Hulu Engages Consumers Through Video And Email
Over the past several weeks, Sleep Number has been working with Hulu to introduce interactive ads, which allow viewers to request offers from Sleep Number. Requested offers are sent to viewers via email, defaulting to the email addresses registered to their Hulu accounts.
Hulu’s Interactive Ads Can Boost Consumer-Brand Relationships
Marketing Dive reported that consumers are seeking more “memorable experiences and relevant, personalized marketing content from brands.” Hulu interactive advertisements can be used to engage consumers with special offers, ask them to sign up for newsletters or schedule test drives, all of which may encourage relationships.
According to Hulu, interactive ads can boost ad recall by 50% and purchase intent by 45%.
The streaming service is also offering pause ads and episodic ads. Hulu is proceeding with multiple initiatives that aim to engage consumers and offer marketers more robust options, including one-to-one messaging.