Despite the fact that YouTube is the granddaddy of all things online video, Hulu’s ad impression rates are much better than YouTube’s, and every other web property in the industry.
It’s not just that Hulu has more ads in play or that it has more premium content than other networks, it’s the way Hulu envisions consumer targeting that is a primary driver of its success. Hulu uses ad personalization and full-screen takeovers effectively to get its 27 million subscribers clicking on the 1.2 billion ads served to them. Hulu users have to click and choose an “ad experience” from an in-player popup in order to watch a program.
More in Media
Amazon expands media footprint with iHeart sales deal and new TV outcome tool
Amazon is deepening its role in streaming advertising with an expanded iHeartMedia sales deal and outcome-based TV buying technology.
Media Briefing: Inside publishers’ real Cannes agenda – AI money vs agentic hype
For publishers, Cannes this year isn’t just about showing up for clients and sponsors. It’s a mid‑year checkpoint on two hard questions: who is going to pay for the open web in an AI world, and whether agentic media buying is a real fix or just a freshly branded ad‑tech tax.
Forbes tests a creator-led audience play to grow off-platform reach
Forbes is yet another publisher tapping creators and their audiences to drive off-platform growth – with a slightly different structure.