New ad experience from Hulu will show special ads for viewers when they're watching three or more episode of a series.
The new binge ads come as advertisers are increasingly seeking ways to reach customers in a way that doesn't annoy them. Ads that tie into content or that show a story across commercial breaks have seen some success — take Procter & Gamble's widely applaudedduring the 2018 Super Bowl, which continued through ad placements throughout the game.
Hulu will use data on viewers to predict when they're likely to begin binge-watching a show, which it defines as watching three or more episodes at a time. The platform will serve "contextually relevant messaging from our brand partners that acknowledges a binge watching session has begun." For instance, an example ad for Cheez-It Snap'd snacks reads, "Another episode? Snack it to me!" and one from Sparkle says "The dishes can wait. More TV!"
Once a viewer reaches a third episode, an message will reveal that the next episode will be ad-free or will give the viewer a unique offer from a brand, like $1 off a bag of a certain variety of Cheez-Its. Hulu started in 2007 as joint-venture among several major media companies, but is now majority-owned by Disney. In May, minority owner
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