It’s pretty interesting how Hulu prompts the user to pick their TV Ad preferences. They give you the option of picking between three ads to watch (see above image).
Hulu.com has a major advantage here. They can provide in depth Analytics on what type of commericals viewers want to see. They can study which one people like to pick and which one they actually see. They can also tie this data into what types of shows you watch, your gender, etc. if you are logged in. This is pretty incredible for two main reasons:
1) Test Bed: Companies can now see which commercials perform better with real time data.
They can use advertising on Hulu as a test bed before rolling out ads on TV. (Currently the demographics of viewers on Hulu and regular TV are different but the gap will narrow over the next 10 years)
2) Grow Sales: Companies can see which ads convert into sales or brand engagement.
Did you know that Paid Search Advertising is almost as big as TV Advertising? Paid Search Advertising will will easily surpass TV Advertising over the next few years. The reason why is due to the fact that people can track and see if advertising actually works. Once a company can see that advertising is working it is easy to rationalize putting every dime you have into it.
So how can Hulu invent the future of TV Ads?
Just like how Google and Facebook customize your experience based on things you have clicked on. Hulu can tailor your experience on what ads you see. If they know you like sci-fi TV shows they can shows ads of other sci-fi TV shows you would like. Once they convert you into someone watching more TV shows they can start learning about your interests and showing you ads based on things you said you like. A simple question like the image above is really all they need to ask you. Before you know it Hulu will be able to show you what you need to buy before you know it!
Hulu is sitting on a major gold mine (just like Google)
1. They can get you watching more TV (by learning more about you)
2. They can get brands to pay a premium to learn what ads work… and when they do charge more for it
Do you think Hulu is the future of TV? Do you think Netflix should try a free approach with their new streaming only plan and inject ads like Hulu? Please let me know in the comments.
Very interesting article about Hulu. To answer your question… I don’t think Netflix should try this out with their streaming plan. TV and Movies are very different in terms of cost.
It would be interesting to see Netflix try this out on a TV level though.
I agree with you on the different costs between TV and Movies. Do you think this is something the movie industry should think about for movies that are 6 months or older?
This is probably the main reason why Google wants to buy Hulu
wow, amazing comment!
However, hulu isn’t worth that much. What is worth money is the contracts they have with networks and media companies, who own most of the stake in hulu. Hulu has already proven they are fearful of their content on anything but a computer. So I believe the media companies won’t provide long-term contracts, which would make it a pretty rotten deal for any buyer.
Hey Ross – I think it is worth it to Google just for the contracts itself. Google has failed to get those contracts with YouTube.
That’s my point. Hulu is innately opposed to Google having such contracts. We’ll see what’s included if it sells.
i heart hulu. love how they reccomend other shows – example : if watching Arrested Development, commercial states ‘hey sujan, 80% that like watching AD, like watching this show…[insert clips of another show]
rishi. i would like to purchise 10 copies of your book 10 customers in the 10 days. also a coaching session.
Hi Natkar – That would be awesome! Send me an email (rishivshah [AT] gmail.com) with your contact info and we can go from there.
great to have the advertising options…when will they start offering advertisments and daily deals together as a package?
Hey James – I don’t think I totally understand your question. Don’t daily deals already get advertised?
I worked for a large online newspaper with a big video section. Two years ago they introduced user selected ads. While advertisers were apparently more inclined to spend the money to advertise with us, it alienated many many of our viewers. Hate pages were set up and the general reaction to it was ‘I choose no ads’ and they would close the videos. This could be seen very easily in the figures and was a real shame. The content was quickly usurped by an inventive, yet ultimately negative marketing. This is the OPPOSITE of what should happen!
Hi Tim – thanks for the very insightful story!
I wonder if the reason for this negative sentiment was due to their community? It doesn’t seem like the Hulu users really care.