Hulu is teaming up with Strata, an ad buying and selling marketplace, to build an ad platform geared toward streaming video. Strata, whose software is used by 99% of broadcast stations as well as over 1,000 ad agencies, says this new platform will offer advertisers an ad buying experience similar to that of local linear TV for Hulu’s streaming content across viewing devices. Hulu will convert ad impressions to TV rating-like metrics to make it easier for ad buyers to incorporate Hulu into their media mix.
What Brands Should Do
This partnership is particularly interesting considering that Hulu has just inked deals with Disney and Fox to carry their channels on its upcoming OTT live TV bundle, which could push more viewers to drop their cable subscriptions. With more and more viewers choosing on-demand viewing over linear TV, brands need to consider adjusting their media mix and increasing ad buys on ad-supported streaming services such as Hulu to follow the eyeballs.
To learn more about how brands can reach viewers on OTT platforms with ads or branded content, please check out the Appified TV section in our Outlook 2016.