April 30th, 2014
Huluís Moving Beyond Video Ads
By Jack Marshall
Wall Street Journal (CMO Today
Ever ordered pizza from a TV ad? Probably not, but Huluís betting its users will buy while they view. The digital streaming service has typically appealed to brand marketers, thanks to its TV-like ad opportunities, but itís hoping new ad formats will help it unlock some direct-response budgets, too.
Pizza Hut will be the first advertiser to use Huluís new ďin-stream purchase unitĒ, for example, which will allow consumers to place an order directly within an ad before returning to the content they were consuming. Itís the first time the company has ventured beyond TV-like 30-second and 15-second video ad spots to offer an ad opportunity firmly-geared towards direct-response.