Hulu Tests Ad Unit to Drive Remote-Controlled Commerce



The move represents a strategic effort to innovate video ads and drive purchase among younger audiences.


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Movie tickets are now at the tips of your fingertips thanks to Hulu’s latest ad unit.

Per Variety, the streaming-video service recently launched an interactive trailer for the Warner Bros and MGM movie, “Tomb Raider.” Developed in partnership with BrightLine, an interactive TV firm, the ad includes a trailer for the movie that then asks whether the viewer wants to see the film in theatres. Subsequently, viewers are presented with a screen from which they can browse movie times and theatre and, more importantly, purchase their tickets directly from the Hulu interface.

Image via Variety

In an interview, an ad sales exec from Hulu said that the company needs to “run new plays” in order to reach young audiences that are conditioned to skipping and ignoring ads.

According to MediaPost, Hulu research findings indicate viewers spend twice as much time engaging with a brand when the ads delivered to them are interactive. In fact, these translate to a 160 percent uptick in purchase intent compared to standard ad counterparts. Hulu refers to these types of units as “transactional ads.”

Per Variety, Hulu will be continuing the test with a transactional ad for the upcoming Dwayne Johnson flick “Rampage.” Moreover, Hulu hints that the ad unit could eventually translate into additional product categories, as well.

For more on the future of video and strategies for reaching millennials and Gen Z, join us at SMWNYC (April 24-27). Claim your pass today.

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