Hulu plans to reinforce its Advanced TV product by enabling marketers to access its collection of premium, long-form video content via a private marketplace. As such, Hulu will be working with Tremor to provide choice and transparent options for automated transactions.
Paul Caine, Chief Executive Officer of Tremor Video, explains:
“We are incredibly excited to be working with Hulu as they are on the forefront of the future of the Advanced TV ecosystem. Hulu’s confidence in Tremor Video speaks to the best-in-class Seller Platform that we’ve built and the quality of our engineering and customer service teams. We are very proud to be working with Hulu as we continue to innovate and build solutions that advance the video advertising industry.”
It’s not the first time Hulu has partnered with advertisers to roll out custom experiences for its audiences. Previous deals include Brightline, which also creates targeted ads for Apple TV, Roku and Amazon Fire TV, as well as true[X]. However, the provision of a trading marketplace is new. Doug Fleming, Head of Advanced TV at Hulu says:
“After a thorough marketplace review, we selected Tremor Video to help Hulu bring digital automation across screens. Tremor Video not only understood our Advanced TV vision but customized their supply-side technology to meet our specific marketplace requirements. Tremor Video is an important component of Hulu’s Advanced TV offering, providing advertisers with the choice to leverage more automation to deliver the ad experience viewers prefer.”
Video ads are a heavily debated format and their receptivity appears to be somewhat age-dependent. According to Tremor research, whilst 60% of adult consumers said they were recently annoyed by a video ad, 65% of Millennials enjoyed re-watching engaging video ads.