Hulu's New Next Level Appeal: Let's Just Cause It

The Big Message Time for that new era to blossom and Hulu will go as bold as necessary to cause it In the space of several minutes two big initiatives were announced First quotThe Streaming Media Societyquot a joint HuluDisney program inviting agencies and individual clients to dream up then deliver a wide variety of new effective strategies to reach smart TV users quotCome with your boldest wildest ideasquot pushed former key Digitas executive Scott Donaton now with Hulu as head of creative Second the formation of quotGreenhousequot a branded entertainment studio out to produce short and longform content with advertiser inputamp8212including episodic liveaction and animated series quotWe want to create the future of advertising with youquot Donaton added quotWe want to discuss diverse inclusive stories yearround in 2020 and beyondquotamp160 FYI Greenhouse organized and produced this presentation with quotGreen Is Goodquot as the motto and loads of eyecatching green screens between segmentsHost Hulu president Kelly Campbell joined by Donaton and Jim Keller vice president of national ad salesWhat Worked An animated sequence narrated by Ramy Youssef pictured at top star of Hulu39s awardwinning comedy Ramy pointing out that new ad approaches were critical to reaching quotGeneration Streamquot the bulk of 1849 citizens making smart TV their prime viewing destination quotWe39re trendsetting more openminded and politically engagedquot Youssef continued quotThey want emotional range in their commercial messagesquotWhat Also Worked Devoting most of the first halfhour to quotLet Me Tell You A Storyamp8230quot a recurring highlight of Hulu presentations where series creators and stars introduce their forthcoming programs You came away clear that 2021 will be chockfull of projects that will generate buzz such as Steve Martin and Martin Short reuniting for Only Murders In The Building from This Is Us creator Dan Fogelbergamp160 As for the rest of 2020 look out for Woke a liveactionanimated dramedy starring Lamonte Morris as an AfricanAmerican cartoonist out to make ends meet in NYC If you believe Baby Yoda was cool in The Mandalorian check out a funky garbage can toon Oscar from Sesame Street would admireWhat Might Have Worked Ifamp8230 The idea was given more time to explain The idea in play quotGateway Goquot an interactive ad outreach connecting TV with smartphones or tabletsWhat Didn39t Work Passing references to current Hulu ad innovations from interactive TV messages to binge and pause ads introduced last spring How are they doing with viewers How are they working out for specific advertisers Didn39t get much infoData Points A few to ponder amp821290 percent of adults 1854 watch more than one major smart TV setdevice programming service91 percent of smart TV setdevice users would give up other things than these setsdevices81 percent of Hulu subscribers recommend brands advertising there to friendsNews Amy Schumer is working on Love Beth a new series launching next yearParting Words quotSmart TV is no longer a test medium It39s a musthave It requires its own budget and strategyquotamp8212Kelly CampbellSpecial Note Great idea to open and close the hour with WuTang Clan member RZA whose Hulu series WuTang An American Saga about the groundbreaking group returns for a second season later this year Up front he invited viewers to let their diversityexpanding projects rip and at the end played Marvin Gaye39s iconic song What39s Going On Click the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Hulu's New Next Level Appeal: Let's Just Cause It

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Simon Applebaum

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Hulu's New Next Level Appeal: Let's Just Cause It

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