It’s time to bid farewell to traditional cable TV, even if you’re still clinging to that satellite dish. Don’t misunderstand, enjoying our favorite shows and movies from the comfort of our couches is a pastime many of us cherish, and fortunately, it’s not going anywhere. What’s evolving is how we access this entertainment. A significant 6 out of 10 of adults in the US now rely on streaming services like Hulu, Netflix, Peacock, Max by HBO, Showtime, Disney+, and others for their entertainment fix. It’s no surprise, considering people are now spending double the amount of time watching content on streaming platforms compared to traditional live television. While old-school television might become a relic of the past, streaming is undoubtedly the future.

This shift toward on-demand content presents a wealth of advertising opportunities for businesses. Hulu, as the top ad-supported streaming platform in the US, is an ideal starting point for those venturing into the world of streamed advertising. However, unlike more seasoned online advertising platforms like Google Ads or Meta Ads, Hulu’s advertising platform is relatively new, having launched in 2020, and it’s still in its beta phase. So, if you’re uncertain about navigating Hulu advertising, you’re not alone. That’s why we’re here to guide you through everything you need to know to make your Hulu ad campaigns a resounding success!

Understanding Hulu Advertising

Before diving into Hulu advertising, let’s familiarize ourselves with the Hulu platform itself. Hulu is a streaming application that provides its subscribers with on-demand access to movies and TV shows. You can enjoy Hulu on a wide range of devices, including mobile phones, gaming consoles, tablets, and smart or connected TVs (CTV).

Hulu ads fall under the category of over-the-top (OTT) advertising and consist of non-skippable video ads displayed before, during, and after streamed content on the platform.

How Hulu Advertising Works

Hulu ads are purchased through the Hulu Ad Manager, which, as mentioned earlier, is still in beta. It’s worth noting that Hulu is owned by Disney, so you might come across businesses purchasing Hulu ads through the Disney Ad Manager, which is essentially the same platform. By signing up for the Hulu Ad Manager beta, you can choose to have your ads displayed exclusively on Hulu or extend their reach to other Disney-owned streaming platforms like Disney+.

We’ll delve into the specifics of getting started with Hulu advertising shortly.

Eligibility for Hulu Advertising

Since Hulu is currently available only in the US, any US-based business can leverage its advertising platform.

Cost of Hulu Advertising

Hulu requires a minimum campaign expenditure of $500. Naturally, your overall Hulu advertising budget depends on your marketing budget and goals. Typically, Hulu video ad costs range from $10 to $30 per thousand impressions.

Different Types of Hulu Ads

All Hulu ads are video-based, with durations ranging from 15 to 30 seconds. However, advertisers can choose from various Hulu ad placements, each serving a different purpose. Some, such as branded slate and cover story brand placement ads, are better suited for large enterprises or entertainment corporations partnering with Hulu and Disney.

Other types, like the ones listed below, can be a good fit for small businesses new to Hulu advertising:

• Ad Selector Ads: With this format, you provide two to three ads, and viewers get to choose which of your business’s ads they’d like to see.
• Binge Ads: Similar to standard Hulu video ads, but instead of appearing before or after a single selection, they’re displayed during binge-watching sessions of three or more episodes watched consecutively.

• Interactive Ads: These can be videos or static images, but they stand out by prompting users to click through to your business’s landing page.

• Pause Ads: As the name implies, these ads overlay the pause screen of a show or movie and can be a clever way to implement QR code marketing.

• Video Commercial: This is your typical Hulu video ad that plays before, during, or after a streamed program. A comprehensive list of available Hulu ad products can be found on Hulu’s website.

Free guide >> All-Start Online Advertising Playbook

Advantages of Hulu Advertising

Armed with a thorough understanding of Hulu advertising, you can determine if it aligns with your business’s marketing objectives. Consider these compelling statistics:

• With 112 million monthly US viewers, Hulu reigns supreme as the leading ad-supported TV streaming service.
• Hulu’s ad selector feature has demonstrated a 150% higher effectiveness than traditional TV ads in driving recall and a 24% improvement in generating viewer purchase intent.
• Hulu ads are nearly 200% more effective in establishing top-of-mind awareness compared to other ad formats. Furthermore, Hulu’s unique ad selector feature empowers viewers to choose to engage with your ad, resulting in a more receptive audience eager to learn about your business. Its ability to target audiences based on program genre, interests, and zip code sets it apart from other emerging platforms like TikTok Ads.

Getting Started with Hulu Advertising

Follow these steps to launch your first Hulu advertising campaign:

1. Visit https://home.admanager.hulu.com/ and sign up for Hulu Ad Manager (consider this your RSVP to the Hulu Ad Manager beta program).
2. Follow the on-screen prompts to establish a campaign schedule and budget.

Source 3. Define your target audience using the provided prompts, specifying locations, audience interests, program genres, and more. 4. Upload a video ad for review. (If creating your own video ad isn’t feasible, explore resources like Hulu’s list of recommended creative providers or see how our solutions can assist you!) 5. After uploading your ad, you’ll be asked to provide credit card details for payment. 6. Congratulations! Your business is officially on board with Hulu advertising. Make it a habit to revisit Ads Manager regularly to monitor your campaign performance and gauge its success.

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Three Essential Hulu Advertising Tips

Now that you’re ready to harness the potential of this marketing channel, keep these Hulu advertising tips in mind:

1. Adhere to Video Creative Best Practices

To ensure your ads get approved, it’s crucial to comply with Hulu’s technical requirements and specifications. For instance, Hulu ads should be 15 to 30 seconds long and submitted as .mov or .mp4 files, with a maximum file size of 10 GB. While a complete list of technical specs from Hulu here is available on Hulu’s website, here are some recommended creative best practices for your Hulu ads:

• Convey Your Message Quickly: With limited time to capture your audience’s attention, ensure your ad’s key messages are effectively conveyed through visuals and script.
• Maintain Brand Consistency: Reinforce your business to stand out throughout your Hulu advertising. Incorporating your small business logo and brand colors consistently across video frames can be impactful. Hulu’s research indicates that top-performing 15-second ads were 12 times more likely to feature consistent branding.

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2. Monitor Your Hulu Ad Performance Regularly

With a minimum investment of $500, it’s not advisable to adopt a “set it and forget it” approach with your Hulu ads. Fortunately, Hulu Ad Manager simplifies performance tracking. Log in to access a comprehensive breakdown of your campaigns on the ad manager homepage. Establish measurable goals to track your campaigns effectively and benchmark your progress along the way. You can even compare your Hulu ad performance against industry benchmarks for platforms like Google Ads to gain perspective.

3. Refresh Your Ads Regularly

We’ve all experienced the fatigue of encountering the same commercial repeatedly. Hulu subscribers tend to have extended streaming sessions, increasing the likelihood of repeat ad exposure. The last thing you want is to exhaust your audience with repetitive ads. Combat this by periodically refreshing and re-uploading your ads. However, it’s generally recommended to allow any marketing campaign to run for at least a month before evaluating its effectiveness. So, instead of weekly refreshes, consider revisiting your ads monthly or quarterly. This approach allows for data-driven decisions regarding potential tweaks. For fresh ad ideas, consider incorporating seasonal themes. A marketing calendar (like the one from LocaliQ shown below) can be invaluable for pre-planning your Hulu ad video content, ensuring you’re always prepared for ad updates.

Don’t Delay Your Hulu Advertising Journey

The most enticing aspect of Hulu advertising? It’s still in beta, meaning your competitors might not yet be leveraging this platform. This presents a golden opportunity for your brand to stand out and connect with your audience in a more intimate setting while they’re enjoying their favorite content. If you encounter any hurdles along the way, remember we’re here to support you.

To summarize, here’s a quick recap of the steps to launch your Hulu advertising journey:

1. Go to https://home.admanager.hulu.com/ and sign up for Hulu ad manager.
2. Follow the prompts to set up your campaign’s schedule and budget.
3. Define your target audience.
4. Upload a video ad for review.
5. Provide payment information.
6. That’s it! Your business is officially a Hulu advertiser.