May 2, 2018
Hulu May 2 announced it is making available select content for download, enabling subscribers the ability to watch content when offline. Netflix and Amazon Prime Video have featured offline viewing since 2016.
Hulu’s offline viewing will be ad-supported, which it said offers marketers an alternative opportunity to reach consumers. Netflix and Prime Video are ad-free.
“Our launch of the industry’s first ad-supported downloadable content experience is yet another example of how Hulu is innovating viewer-first ad solutions to drive powerful results for brands” Peter Naylor, SVP of advertising sales at Hulu, said in the presentation at the Hulu Theater in Madison Square Garden in New York. “With downloadable content, we’re offering brands more ways to connect with engaged viewers who love the experience of watching television, wherever they may be.”
Hulu also disclosed that Nielsen Digital Ad Ratings (DAR) for OTT is now its go-to media measurement tool. Advertisers can use DAR to measure, guarantee and report campaign audience delivery across all desktop, mobile and connected devices, providing vital insight into viewership on the platform. With 78% of Hulu viewing taking place in the living room, Hulu claims DAR provides accurate, holistic measurement for everyone watching.
Hulu announced it has expanded its suite of “sales effectiveness” tools with four new partnerships. It will now offer attribution across the auto and retail categories, working with IHS Markit for Polk Campaign Measurement Solutions and Nielsen Buyer Insights, respectively.
In addition, Hulu announced an expanded offering for CPG brands with the help of IRI’s attribution solution. And in partnership with Experian, Hulu will offer advertisers the ability to enhance their CRM data with Hulu’s first-party data to deliver better insight into sales growth on the platform.