Today, Hulu is one of the world’s largest streaming platforms. As of the first quarter of 2024, it had 49.7 million paid subscribers in the US alone. Worldwide, there are 115+ million ad-supported viewers, which means one thing: Hulu is a goldmine for companies that want to reach a massive, yet targeted audience with their advertising.
But advertising on Hulu (or running any type of performance marketing campaign, really) isn’t cheap. In fact, it can be remarkably expensive if you don’t approach it strategically.
In this guide, we’ll give you the rundown on Hulu advertising, its benefits, and how you can optimize your campaigns and spending for maximum results.
Why advertise on Hulu?
Hulu’s massive subscriber base and ad-supported viewership make it an attractive platform for advertisers. But there are other reasons why advertising on Hulu can be a smart move for your company.
Targeted, yet broad reach
Hulu has a substantial subscriber base, offering advertisers access to millions of potential customers. With millions of active subscribers, Hulu provides a vast audience for advertisers to target.
Since it’s an over-the-top (OTT) platform, though, it also enables detailed targeting based on users’ demographics, interests, and viewing habits. This ensures ads reach the most relevant audience, increasing engagement and conversion.
Variety of ad formats
Hulu offers a range of ad formats, including video commercials, interactive ads, pause ads, and more. This diversity allows brands to choose the best format for their message and target audience. For example, binge ads cater to viewers in binge-watching sessions, while interactive ads can direct viewers to a landing page, enhancing engagement and potential conversions.
Engagement and effectiveness
Hulu’s ad formats are designed to engage viewers effectively. Studies have shown that certain ad placements on Hulu can significantly increase brand awareness and recall. For instance, binge ads have been found to boost unaided brand awareness and ad recall, making them particularly effective for brands looking to make a lasting impression.
Conversion-focused options
Some Hulu ad formats, like GatewayGo, are specifically designed to drive conversions by integrating traditional video ads with actionable prompts, such as QR codes or push notifications, that encourage viewers to engage directly from their second screens.
Brand safety and positive viewing experience
Hulu places a strong emphasis on maintaining brand safety and ensuring a positive viewing experience, which benefits advertisers by associating their ads with high-quality content in a trusted environment.
Who should advertise on Hulu’s platform?
Hulu is ideal for plenty of brands around the world, but it’s especially useful if you’re targeting U.S. audiences, thanks to its availability in the United States. Beyond that, the platform’s targeting makes it perfect for brands reaching specific demographics or interest groups.
Hulu’s ad formats effectively boost brand recall and purchasing intent, making it a top choice for demand gen campaigns. With flexible ad spending and options for smaller budgets, Hulu is accessible for small to medium-sized businesses looking to tap into streaming TV advertising.
5 tactics to run Hulu advertising campaigns like the pros
Hulu offers a trove of targeting options, ad formats, and reporting metrics that can make or break your campaigns. Here are five tactics to help you optimize your Hulu advertising strategy and get the most out of your investment.
1. Utilize Hulu’s Ad Manager for targeted campaigns.
Hulu’s Ad Manager is a powerful tool that allows advertisers to set budget limits, monitor campaign performance, and make necessary adjustments to improve reach and engagement. By leveraging the platform’s features, such as real-time reporting and audience targeting, you can design campaigns that resonate with your specific target audience and achieve your marketing goals.
2. Select the right ad formats.
Hulu offers a variety of ad formats, including in-stream ads, interactive ads, and others that cater to different campaign objectives and audience preferences. Consider using ad selector ads to give viewers a choice, or interactive ads to engage them more deeply. Tailor your ad format selection to your campaign goals and the viewing habits of your target audience.
3. Craft compelling and relevant content.
Your ad content should be short, impactful, and include a clear call-to-action (CTA). Use humor in shorter ads to make a lasting impression and share your brand story in longer ads. Ensure your ad content is specifically designed for your target audience and leverages storytelling that is unique to your brand.
4. Optimize for quality and compliance.
Ensure your ads are of high quality in terms of both visuals and audio. Hulu requires all ads to meet specific technical specifications and comply with their advertising policies. Avoid using low-quality video or audio, and make sure your ads do not violate any of Hulu’s content guidelines.
5. Analyze your campaign performance.
Utilize Hulu’s reporting tools to track key performance metrics, such as impressions, clicks, and completion rates. Analyze this data to understand your ads’ performance and identify improvement areas. Regularly adjust your campaign strategy based on these insights to optimize for better engagement and higher ROI.
Final thoughts
With its extensive reach, diverse ad formats, and effective targeting options, Hulu offers a powerful platform for advertisers looking to tap into the growing demand for streaming TV. Understanding your target audience and utilizing the right tactics and tools on Hulu’s platform can create impactful campaigns that drive brand awareness, engagement, and conversions.
