Hulu aims to sharply cut reliance on traditional ad breaks
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Hulu is aiming to generate 50 percent of its advertising revenue from non-intrusive ad formats by 2021, up from less than 10 percent now, according to Peter Naylor, who leads ad sales for the streaming video platform. To get there, the company says it will lean more on cultural moments and seasonal events as it assembles sponsorships that create ad opportunities beyond commercial breaks.
Its biggest effort yet along those lines is this year’s “Huluween” promotion, in which the company is packing Halloween-themed content such as the new Jason Blum series “Into the Dark” into a hub where advertisers can integrate their brands.
Traditional TV has long played up seasons and holidays in programming, promotions and sponsorships. But that’s not as easy for so-called over-the-top streaming platforms that lack a communal live feed.
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