Hulu: The Role of OTT in a Cross Platform Video Campaign

At Hulu the living room is a critical place for our audience accounting for more than 70 percent of viewing on our service but to date measurement has been incompleteamp160 Despite the fact that consumers prefer to watch longform premium streaming content on their connected devices and smart TVs to date no one has offered a solution that captures the strengths of those platforms in the context of a crossplatform campaignHow does the ad experience affect consumers How does viewing ads in the living room affect viewersamp8217 attitudes towards a marketeramp8217s brand These are insights that have been unavailable to us and to our clients for far too long Thatamp8217s why weamp8217ve partnered with Kantar Millward Brown to pave the way for ad effectiveness measurement that includes OTT deliveryamp160 Together with help from MAGNA and their brand clients we created and assessed a methodology developed measurement guidelines and ultimately gleaned foundational insightsamp160Hereamp8217s what we foundOTT is Best at Driving Awareness and Brand Favorability While Mobile is Better for Purchase IntentBy extending measurement across platforms we are also extending measurement across Huluamp8217s entire user base providing a holistic view of an advertiseramp8217s campaign rather than a proxyamp160A QSR advertiser that had previously tested ad effectiveness on PCsonly found that ads measured on PCsonly demonstrated moderate success in overall ad effectiveness When the QSR advertiser compared these results to PConly results from the crossplatform test we observed a similar outcome However thatamp8217s where the similarities end The mobile and OTT platforms proved extremely successful overall in the crossplatform test for this advertiser driving significant lifts across the entire purchase funnelOur research showed that the living room exposures were most effective at driving both awareness and brand favorability PC meanwhile led to the biggest lift in online brand awareness while mobile exposures led to the most substantial bump in purchase intentamp160 Overall the strengths of each platform were very complementaryGraph aboveamp160amp160QSR advertisersamp8217 PC Brand Lift Results Kantar Millward Brown 2015amp160QSR advertisersamp8217amp160CrossPlatform Brand Lift Results Kantaramp160Millward Brown 2016OTT Measurement Maintains Thoughtful Pacing Can Prevent Wearout at High Frequency Levels Frequency is always a concern in cross platform campaigns as too much exposure in a short time frame can have a detrimental effect on brand perceptionamp160 In this case while it only took one exposure to impact most of the KPIs we consistently saw little to no decline in these metrics across campaigns even at 9plus exposures amp160Of course much depends on the product and flight length But for these campaigns which averaged two months in duration one exposure or more a week allowed advertisers to keep the message in the viewersamp8217 minds without negatively impacting their efficacyamp160These results arenamp8217t entirely surprising as they mirror similar findings from our PConly campaignsamp160 Layering in living room measurement simply enhances the storyamp160 While frequency capping remains an important consideration these results show that higher frequency levels if managed appropriately within the life of the campaign can be beneficialGraph aboveamp160amp160CrossPlatform Brand Lift Test Studies Kantar Millwardamp160Brown 2016In the past the ability to measure only PC was revealing just a fraction of the overall campaign performance and a slightly skewed one at that Now with measurement across all screens we can provide an accurate view of how each platform plays a role in driving campaign success and uncover a richer set of ad effectiveness results by platformWhile this beta test provided us with foundational findings we will continue to study the role of OTT in cross platform video campaigns learning more about our audience alongside our advertisers and laying the groundwork for ad effectiveness measurement in a cross platform environmentClick the social buttons above to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersamp160

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Hulu: The Role of OTT in a Cross Platform Video Campaign

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Julie DeTraglia

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