Advertising on Hulu
I’ve been watching a lot of shows on Hulu over the last few weeks. Despite the negative reaction when it was announced, the service has actually delivered and it has a lot of good current and past shows (my first reaction was glee as I saw it had Buffy on there). The video quality is generally good and it does this lovely thing of remembering where I was in the broadcast if I had to refresh/close the page down for some reason. I’m quite annoyed now that I can no longer access it being back in the UK.
But one thing that is still not right with it is the ads. All the videos are shown with the original ad breaks intact (so 5 or 6 per hour) but the ads are usually all from one company. At the start of the programme they announce that it has been brought to you with limited commercial interruption by XXXX and then all the breaks have an ad from that company. Unfortunately, the companies in question have done little to make the experience fun as many of then only have one ad and seeing the same one again and again leaves a negative impression. Intel and Toyota appear to have stretched to 2, but even those pale if you watch more than a few programmes on the service as there are just not that many advertisers. At times I found myself refreshing the page in the hope of getting a new advertiser to make it less boring
To improve this both parties need to take action. The Hulu team need to get out and sell more ad space, so there is more variety. The advertisers and their agencies need to think how they can make multiple stories for the spaces without completely extending the costs. Make half a dozen small ads for the cost of one previous TV one. This needs to be done to maintain interest and prevent a negative association. Frequency should not be seen as a key success here as if it’s the only ad you see, then you get bored and turned off from the brand. Another thing that needs to be done is be careful of the context. Being told to click on the ad on the page is pointless when I’m watching in full screen and there are no banners present at all
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POSTED IN: Advertisments, TV, Video Content
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