Television Is a Brand-Building Medium
It's no spoiler alert that television is the world's best brand-building platform, consistently driving quantifiable lifts in recall, awareness, favorability and intent. Television content viewed via on-demand streaming is certainly no exception. Last year, we posted what we learned when we extended our survey-based ad effectiveness methodology with Millward Brown to living room devices, on which 78% of Hulu viewing occurs. By tracking actual campaign exposure on OTT devices, we verified those same results: That commercials viewed in premium content on television screens deliver measurable branding lifts.
The perfect storm of effective campaigns occurs when partners can strategically align a brand's values and messaging with the content or platform. At Hulu, we call this a Custom Integrated Commercial (CIC). By leveraging first-party insights and collaborating directly with the publisher, marketers can build creative bespoke to the environment. Like a six-second vertical video ad on Snapchat or Snickers' live commercial during the Super Bowl, commercials tailored to the environment that address an audience in a unique way can achieve outsized results for marketers.
TV Ads Also Impact the Lower Funnel
Recently, credit for driving "lower funnel" marketing metrics -- those that account for actual purchase, action or conversion, and also known as last-click attribution -- have been co-opted by digital platforms. But digital platforms are not the sole domain of lower funnel marketing; television can also drive real, measurable conversion. With the launch of multiple attribution products from third-party research vendors like Nielsen Catalina Solutions and SambaTV, and capabilities like BROH: Business Results on Hulu, advertisers have the proof they have long sought in a television environment. From driving consumers to buy products, visit stores and register on websites, in each case we've proven that ads delivered on a TV platform like Hulu work.