Snap Introduces Its First Shoppable Original Show: ‘The Drop’

At Snap’s first Digital Content NewFronts presentation, VP of sales for the Americas Peter Naylor announced “The Drop,” the platform’s first “shoppable” original show, highlighting “exclusive streetwear collabs” from celebrities and designers. It also debuted the Verizon-sponsored “Fake Up,” in which make-up artists compete to create optical illusions and greenlit the second season of original series “Driven,” about custom cars. Naylor, a former Hulu executive, said his two Gen Z daughters are “big Snapchat users.” Continue reading Snap Introduces Its First Shoppable Original Show: ‘The Drop’

Hulu Strategizes Ad Sales as Marketers Migrate Back to TV

Streaming video service Hulu, co-owned by The Walt Disney Company and Comcast and controlled by Disney, began lowering its CPM advertising rates (the amount charged to reach 1,000 viewers) to lure marketers to commit dollars to its site, according to several sources. Hopeful to boost ad sales, the company is implementing this strategy as major broadcast television networks are expected to secure increased ad commitments for the fall prime time schedules. Although viewers are migrating to streaming video services, marketers have been returning to broadcast TV, which is a known and trusted outlet. Continue reading Hulu Strategizes Ad Sales as Marketers Migrate Back to TV

Majority of Hulu Subscribers Opt For the Ad-Supported Plan

Hulu, which recently revealed that it has 28 million customer accounts, has provided additional details on its subscribers. The streaming video service offers an ad-free $11.99 per month tier, but the majority of its users pay $5.99 per month for the ad-supported plan. Hulu claims 82 million total viewers (2.9 viewers per account), of which 70 percent pay for the ad-supported plan. The company generated nearly $1.5 billion in ad revenue last year. Since advertising is vital to keeping its subscribers, Hulu strives to present ads via viewer-friendly models. Continue reading Majority of Hulu Subscribers Opt For the Ad-Supported Plan

BrightLine, Nielsen Partnership Aims to Better Target OTT Ads

Aiming to improve digital advertising for the OTT market, BrightLine is partnering with Nielsen Marketing Cloud, with its 60,000 audience segments, to enable advertisers to better target their messages on connected TVs and over-the-top streaming devices. Hulu, Discovery Communications and Viacom already use BrightLine technology to add interactivity and personalization to linear ads for ordinary TVs. For example, on OTT devices, a user can click on a car ad to see related video content or access dealer information. Continue reading BrightLine, Nielsen Partnership Aims to Better Target OTT Ads

Web Video is the New TV, But MCNs are Fading for Ad Buyers

Streaming video services, including Hulu and Crackle, are now defining themselves as TV networks to capture some of the $63 billion TV advertising market, still much more lucrative than Web video’s $10 billion in annual sales. Rather than differentiate themselves from cable and network TV by emphasizing their millennial viewers, these streaming video companies are focusing on the ways they are similar to traditional media outlets, even changing their events from “NewFronts” to “Upfronts,” the moniker used by TV outlets. Meanwhile, ad buyers are losing interest in MCNs. Continue reading Web Video is the New TV, But MCNs are Fading for Ad Buyers

Hulu Pursues Programmatic Advertising, Powered by LiveRail

Hulu will try its hand at programmatic advertising with a private ad exchange that should make buying ads more similar to the experience on Facebook or Twitter. The new automatic ad buying service will rely on Facebook video ad exchange LiveRail, but won’t leave the company’s traditional salespeople out of the equation. To make ads more valuable, Hulu will combine its own data with that of the advertiser to more narrowly target relevant viewers. Show-specific sponsorships won’t initially be offered. Continue reading Hulu Pursues Programmatic Advertising, Powered by LiveRail