×
You will be redirected back to your article in seconds

Hulu Adds Another Interactive Ad: This One Lets You Get Offers Via Email

Hulu lets its subscribers choose the show they want to see. Now the video-streaming service is increasingly letting users choose to respond to certain commercials right away.

A commercial from Sleep Number, the manufacturer of the bed with an adjustable mattress, that has run on Hulu for the past several weeks allows viewers to request a promotional offer from the advertiser be sent to the email that is associated with the subscriber’s Hulu account. Hulu and BrightLine, the interactive-advertising company that helped create the commercial, believe interactivity can be utilized to make commercials that allow a viewer to request coupons, schedule a test drive, schedule a tax appointment, sign up for a newsletter, start planning a vacation, or get various product offers.

As more consumers adopt streaming services,”you can imagine the adoption curve for people transacting and buying through digital mechanisms is only going to go up,”says Peter Naylor, senior vice president of advertising sales for Hulu,  “We continue to train the audience that spots are going to be interactive.”  According to Hulu research, interactive ad units  a 50% increase in ad recall and a 45% increase in purchase intent.

Hulu is latching on to technology that has been in play in more traditional media for some time.  Earlier this decade, for instance, Cablevision – now part of Altice –  devoted bandwidth to cable channels that were essentially interactive pages sponsored by advertisers. Subscribers could use a remote control to input information that would spur a phone call from employees of Walt Disney Co. to help plan a trip to one of the entertainment company’s vacation parks. Or they could ask Royal Caribbean to send info about a rewards program. In 2010, Mattel ran interactive efforts on Cablevision, Dish and AT&T’s U-versethat let them stream videos about Barbie, play games and request information be sent to them.

Consumers who adopt video streaming do so in part because they can watch many of their TV favorites without having to suffer the interruption of a traditional commercial break. But they may not mind “place-shifting” for an interactive ad unit that allows them to seek out more information if they desire it, suggests Rob Aksman, a co-founder of BrightLine who is its chief experience officer.

BrightLine last year teamed up with Hulu to develop an interactive ad that allowed viewers to buy movie tickets.

 

 

 

More TV

  • Cineflix Rights Scoops Icelandic Political Series

    Cineflix Rights Scoops Icelandic Political Series 'The Minister'

    Cineflix Rights, a leading U.K. content distributor, has acquired “The Minister,” the anticipated political drama series headlined by Icelandic star Ólafur Darri Ólafsson (“Fantastic Beasts: The Crimes of Grindelwald”). Produced by the Icelandic company Sagafilm, “The Minister” centres on Benedikt Ríkhardsson (Ólafsson), a populist politician who becomes Iceland’s Prime Minister. However, Benedikt is suffering from [...]

  • WGA Authorizing Managers, Lawyers to Make

    WGA Authorizing Managers, Lawyers to Make Deals if Agents are Fired

    The Writers Guild of America has authorized managers and lawyers to negotiate deals for writers in place of agents — if the guild tells members to fire their agents on April 7. The guild’s negotiating committee notified members of the plans in a message Wednesday. The WGA and the Association of Talent Agents having made [...]

  • Rachel Bloom and Aline Brosh McKenna'Jane

    Rachel Bloom on the 'Beautiful Mystery' of the 'Crazy Ex-Girlfriend' Series Finale

    While four seasons of “Crazy Ex-Girlfriend” have explored musical genres from boy bands to country, the one type of music series co-creator and star Rachel Bloom admits the show will not explore before the end is Rebecca’s own style. “Basically the idea is that part of the music in her mind is her looking inside [...]

  • Netflix's Lisa Nishimura Named Indie Film,

    Netflix's Lisa Nishimura Named Indie Film, Documentary Features Head

    In the wake of Bela Bajaria’s recent move to lead Netflix’s international non-English original TV series, the online streamer is shuffling its leadership team to more clearly distinguish between development of its English and non-English language content. As a result, Netflix has elevated Lisa Nishimura to vice president of independent film and documentary features, a [...]

  • Family Guy Bob's Burgers

    Fox Entertainment Lays Out Programming Slate in Post-Disney Merger Sizzle Reel (Watch)

    Fox Entertainment unveiled a new sizzle reel on Wednesday night in the wake of the Disney-21st Century Fox merger officially closing, with the broadcaster touting its current series roster. The video features both scripted and unscripted programming across Fox’s lineup. Among the shows featured are legacy series like “The Simpsons,” “Family Guy,” and “Empire.” In [...]

  • Katherine Heigl

    Katherine Heigl Cast as Lead in CBS Comedy Pilot

    Katherine Heigl has been cast as the female lead in the CBS comedy pilot “Our House,” Variety has learned. The show centers around a devoted mom (Heigl) and dad, who are committed to raising their children with the love and support the mom never got as a kid, but discover how difficult that is with her insane [...]

More From Our Brands

Access exclusive content