Insights

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| | Category: Advertising, Announcements, Interviews, News

Monday, October 1st

AWNY 15 YR ANNIVERSARY

3:30 PM | MAIN STAGE (IMAX) 

In celebration of Advertising Week’s 15th year, thought leaders (including Hulu CMO, Kelly Campbell) will take the stage for 15 minutes each to talk about what was happening during their founding year (2007) and look back at the moments that shifted the core of our business since then, and share their perspective on where we’re headed.

Speakers:

– Kelly Campbell, Chief Marketing Officer, Hulu

 

Tuesday, October 2nd

The Girls’ Lounge @ Advertising Week

9:00 AM | THE GIRLS’ LOUNGE

As a leader or an aspiring leader, how can you lead with heart and give back with generosity? In this candid talk, thought leaders share why leading with generosity is so important for engaging your team, and how to help your team feel like they are a part of something bigger and that what they do matters.

Speakers:

– Kelly Campbell, Chief Marketing Officer, Hulu

– Gretchen Saegh-Fleming, Chief Marketing Officer, L’Oreal USA

 

Understanding The Journey of Digital Fluency Across Generations

11:00 AM | WALT DISNEY COMPANY STAGE

In today’s digital landscape, there is no “one size fits all” when it comes to being digitally savvy. Consumers are operating along a spectrum of digital fluency, so it is imperative for brands to understand the consumer journey through the digital funnel. What is their order of digital adoption? What are the generational differences, from Boomers to Gen-Zers, and who are more interactively-driven? How do direct-to-consumer brands play a role in this process?

In this session, Hulu Vice President and Head of Research, Julie DeTraglia, will take a dive into the consumer’s digital path to understand the range of digital fluency outside of the constructs of age. Immediately following, a panel of industry experts will discuss the thought and execution behind creating engaging products that are specifically designed for the new emerging direct brand economy.

Speakers:

– Julie DeTraglia, Vice President and Head of Research, Hulu

– Ari Avishay, Director – Entertainment Marketing, Lyft

– Moderator: Mike Shields, Business Insider

 

Future of TV Advertising

2:15 PM | IBM WATSON MARKETING STAGE

Driven by advertiser demand for greater accountability and precision, the TV industry’s march towards automation is intensifying. Without it, viewers will continue to migrate away from traditional television in favor of mediums that can deliver advertising with relevant messaging and intelligent frequency. Join us as we discuss how the possibilities of advanced TV, the efficiency of automation and power of data is enabling a modern and bright future for TV advertising.

Speakers:

– Peter Naylor, Head of Advertising Sales, Hulu

– Martin Blich, Managing Partner and Director of Implementation, MediaCom

– David Cohen, President, Magna North America

– Todd Gordon, Director of Adobe Advertising Cloud TV, Adobe

– Moderator: Jeanine Poggi, Media Reporter, Ad Age

 

The Money’s in the Living Room: The Future for Advertising is in OTT

4:30 PM | TWITTER STAGE

TV isn’t dead. Consumers are watching more TV than ever before and they’re watching it in the living room. But they are cutting the cord in record numbers in favor of direct-to-consumer services that provide more choice and flexibility. For advertisers, this means more ways to connect with on-demand, on-the-go audiences through a medium that bridges the best of TV and digital. In this panel, industry experts will discuss how they’re leveraging data in unique ways to reach audiences in the living room, and defining and measuring the success of their campaigns.

Speakers:

– Jeremy Helfand, Vice President and Head of Advertising Product, Hulu

– Jared Cluff, Chief Marketing Officer, Blue Apron

– Moderator: Sahil Patel, Digiday

 

Thursday, October 4th

Age of the Empowered Consumer

8:00 AM | DAVID RUBENSTEIN ATRIUM

Attention brands – we’re in the midst of a seismic transformation into the direct brand economy. Consumers are now in control; making brands and platforms alike think beyond convenience and ease, and master the engagement experience. Curating more personalized and interactive marketing opportunities are now imperative for brands to connect with the new generation of consumers.

Join us for a morning of insights and conversation on what it takes to engage consumers in the next phase of this empowered consumer economy.

Speakers:

– Peter Naylor, Head of Advertising Sales, Hulu

– Steve Carbone, Chief Digital & Analytics Officer, MediaCom

 

Future of AI-Powered Brand Integrations in OTT

11:15 AM | CULTURE STAGE

No one likes their video experience interrupted by intrusive, disruptive ad breaks. Other platforms have operated successful subscription-based platforms, but ad-supported video is an option many, many consumers prefer. So how do programmers monetize video content without interrupting the viewer? In this panel of television industry leaders, we explore how new technologies like artificial intelligence can pave the way for new types of ad experiences within OTT.

Speakers:

– Peter Naylor, Head of Advertising Sales, Hulu

– Kirk McDonald, Chief Marketing Officer, AT&T (Xandr)

– Ed David, EVP & Chief Product Officer of Advertising Product, Fox Networks Group

– Ralf Jacob, President, Verizon Digital Media Services

– Ari Lewine, Co-Founder & Chief Strategy Officer, TripleLift

– Moderator: Doug Knopper, Founder & Former CEO, Freewheel

 

Reaching the Unreachable: Connecting with Young Consumers in the Age of Peak TV

1:15 PM | Main Stage (IMAX)

In 2018, the average age of a cable primetime viewer is 55, and the average age of the broadcast primetime audience is 65 – far older than the coveted 18-34 demographic that brands and advertisers are trying to reach. These cord-cutters are turning into cord-nevers and moving away from the traditionally-delivered TV in favor of brands like Hulu and Vice that are redefining entertainment and news experiences while tapping into – and even shaping – culture. Join Hulu and Vice for a candid discussion about how brands can stay relevant in the ever-evolving state of media and explore the unique opportunities to capitalize on the deep connections that today’s young, digital natives have with the content they love.

Speakers:

– Kelly Campbell, Chief Marketing Officer, Hulu

– Nancy Dubuc, Chief Executive Officer, Vice Media

On living room, mobile, and tablet devices, the color gradient overlay is dynamic and will change based on the cover story art. It is not something we can control on our end.

The Great

10 Episodes | Premieres 2020

The Great is a genre bending, anti-historical ride through 18th Century Russia following the wildly comic rise of Catherine the Nothing to Catherine the Great.

The series stars Elle Fanning as Catherine, Nicholas Hoult, Phoebe Fox, Adam Godley, Gwilym Lee, Charity Wakefield, Douglas Hodge and Sacha Dhawan.

The Great is created, written and executive produced by Tony McNamara (THE FAVOURITE) and executive produced by Marian Macgowan, Thruline’s Josh Kesselman and Ron West, Echo Lake’s Brittany Kahan Ward, Doug Mankoff and Andrew Spaulding, Elle Fanning and Matt Shakman, who also directed the pilot. The project is produced by MRC.

Crossing Swords

Crossing Swords will star Nicholas Hoult as Patrick, a goodhearted peasant who lands a coveted squire position at the royal castle. His dream job quickly turns into a nightmare when he learns his beloved kingdom is run by a hornet’s next of horny monarchs, crooks, and charlatans. Even worse, Patrick is the black sheep in his family and now his criminal siblings have returned to turn his world upside down.

Solar Opposites

Premieres 2020

In Spring 2020, Hulu is teaming up with the creative minds behind fan-favorite Rick & Morty to launch their next animated hit Solar Opposites. The adults animated series centers around a family of aliens from a “better world” who must take refuge in middle America. The problem is – they disagree on whether their new habitat is terrible or terribly awesome.

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PEN15 is middle school as it really happened, where the best day of your life can turn into your worst with the stroke of a gel pen. Maya Erskine and Anna Konkle write and star in the adult comedy, playing versions of themselves as 13 year old outcasts in the year 2000 – surrounded by actual 13 year olds.

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Hulu teams up with SNL’s Lorne Michaels and Aidy Bryant to develop the memoir, Shrill: Notes From a Loud Woman. In this single-camera comedy, we will follow an overweight woman living in Seattle. And while she may want to change different aspect of her life – her body is not one of them.​

The Dropout

Premieres 2020

No medium has the ability to deeply explore and bring complicated characters to life like television. One of the most fascinating characters from recent headlines has been Elizabeth Holmes and her failed blood testing company, Theranos. This is an unbelievable story of ambition and fame gone terribly wrong and we can’t wait to see Kate McKinnon portray the infamous CEO.

Marvel’s Helstrom

Daimon and Ana Helstrom are the son and daughter of a mysterious and powerful serial killer in Marvel’s Helstrom. The siblings have a complicated dynamic as they track down the terrorizing worst of humanity — each with their attitude and skills.Marvel’s Helstrom is executive produced by Paul Zbyszewski, who will serve as showrunner and Marvel’s Jeph Loeb.

Nine Perfect Strangers

Academy and Emmy Award-winning actress Nicole Kidman will produce and star in a new drama series for Hulu based on the New York Times best seller Nine Perfect Strangers, from the author of Big Little Lies. This series will be produced by Emmy Award-winning producers Bruna Papandrea and the incomparable David E. Kelly

High Fidelity

10 episodes | premieres 2020

The 10-episode series is inspired by Nick Hornby’s novel and the Touchstone film of the same name. It reimagines the story from the female perspective. Kravitz, who will executive produce in addition to starring, will play the ultimate music fan–a record store owner who’s obsessed with pop culture and Top Five lists.

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Reprisal

10 Episodes | Premieres 2019

Reprisal is a hyper-kinetic revenge tale following a relentless femme fatale (Abigail Spencer) who, after being left for dead, leads a vengeful campaign against a bombastic gang of gear heads.

The drama series stars Spencer, Rodrigo Santoro, Mena Massoud, Madison Davenport, Rhys Wakefield, David Dastmalchian, W. Earl Brown and Gilbert Owuor. Reprisal is created, written and executive produced by Josh Corbin. Warren Littlefield, Barry Jossen and Jonathan van Tulleken, who also directed the pilot, serve as executive producers. Ann Johnson and Graham Littlefield serve as co-executive producers. The series is produced by A+E Studios in association with The Littlefield Company.

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Ramy Hassan is a first generation Egyptian-American who is on a spiritual journey in his politically-divided New Jersey neighborhood. RAMY will bring a new perspective to the screen as it explores the challenges of what it’s like being caught between a Muslim community that thinks life is moral a test and a millennial generation that thinks life has no consequences.

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Dollface

10 Episodes | Premieres 2019

The comedy follows a young woman who – after being dumped by her longtime boyfriend – must deal with her own imagination in order to literally and metaphorically re-enter the world of women, and rekindle the female friendships she left behind. The 10-episode series will star actress Kat Dennings (2 Broke Girls), who is also set to executive produce the comedy alongside Creator and Writer Jordan Weiss (Harley Quinn) and Showrunner Ira Ungerleider. Additional executive producers include Margot Robbie, Brett Hedblom and Tom Ackerley for LuckyChap Entertainment; Bryan Unkeless and Scott Morgan for Clubhouse Pictures; Nicole King and Stephanie Laing (Vice Principals). Matt Spicer (Ingrid Goes West) will executive produce and direct the first episode.

Family Style

In a new, multi-year, multi-show partnership, Hulu will partner with Vox Media Studios, David Chang’s Majordomo Media, and Chrissy Teigen’s Suit & Thai Productions to develop and produce a slate of premium food-centric programming for the platform. As the founder and chef of the Momofuku restaurant group, Chang brings a profound understanding of global food culture, while Vox Media Studios lends its world-class storytelling capabilities and a wealth of experience built through its food and travel network, Eater. New York Times bestselling cookbook author Teigen will co-produce and headline a diverse cast of compelling and knowledgeable personalities—from household names and celebrated chefs to everyday home cooks—who will entertain and provoke viewers with a variety of inventive new shows.

Among the first projects being produced by this new partnership is a cooking show featuring Chang and Teigen. Tentatively titled Family Style, the show will revolve around the ways in which people express their love for friends and family by cooking and eating together. Also in the pipeline is a documentary series tentatively titled Eater’s Guide To The World, which taps into Eater’s extensive knowledge of the most interesting and delicious restaurants on the planet.

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From J.J. Abrams and Stephen King comes an original psychological-horror series set in the Stephen King multiverse. Castle Rock combines the mythological scale and intimate character storyline of King’s best-loved works, weaving an epic saga of darkness and light, played out on a few square miles of Maine woodland.

Little Fires Everywhere

8 Episodes | Premieres 2020

Little Fires Everywhere follows the intertwined fates of the picture-perfect Richardson family and an enigmatic mother and daughter who upend their lives. Reese Witherspoon and Kerry Washington star.

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Wu-Tang: The American Saga

Based on one of the most influential and important groups in hip-hop history, Wu-Tang, the series marks the latest high-profile original series order from Hulu that aims to deliver authentic, culturally relevant storytelling to today’s audiences.

THE HANDMAID'S TALE

SEASONS 1-3 NOW STREAMING

The Handmaid’s Tale is an adaptation of prolific author Margaret Atwood’s influential and acclaimed novel. The special event drama series will take place in the dystopian society of Gilead, a former region of the United States that has been transformed by revolution and religious fundamentalism. Golden Globe® winner Elisabeth Moss (Top of The Lake, Mad Men) is set to star as the lead character, Offred. The series will be created, executive produced, and written by Bruce Miller (The 100) with Ilene Chaiken (Empire, The L Word) serving as executive producer. Atwood will serve as Consulting Producer for the series.

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Looking for Alaska

In Looking For Alaska, Miles “Pudge” Halter is heading to boarding school in hopes that he gains a deeper perspective in life. Things eventually take a turn for the worst, and the girl he falls in love with unexpectedly dies causing Pudge and his friends to uncover the truth behind her death.

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Veronica Mars is back to show us not all super heroes wear capes. This season, Spring breakers are getting murdered in Neptune, thereby decimating the seaside town’s tourist industry. After Mars Investigations is hired by the parents of one of the victims to find their son’s killer, Veronica is drawn into an epic eight – episode mystery that pits the enclave’s wealthy elites against the working class.

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Four Weddings & A Funeral

This summer, join in the fun as Mindy Kaling returns to Hulu as Executive Producer and writer of Four Weddings & A Funeral – an anthology series based on the iconic 1994 romantic comedy.

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The Act is a seasonal anthology series that tells startling, stranger-than-fiction true crime stories. Season One follows Gypsy Blanchard (Joey King), a girl trying to escape the toxic relationship she has with her overprotective mother, Dee Dee (Patricia Arquette). Her quest for independence opens a Pandora’s box of secrets, one that ultimately leads to murder.

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Based on the acclaimed Joseph Heller novel, Catch-22 follows the adventures and misadventures of a US air squadron in Italy in World War II. Yossarian, a bombardier, whose frantic obsession every time he goes up on a mission is “to come down alive”. His odds of success at such a simple aim keep getting worse because Colonel Cathcart keeps raising the number of missions the men have to fly. More than the retreating Germans, the real enemy for Yossarian and his rag-tag bunch of friends is the bureaucracy of the military, inverting logic at every turn. The pinnacle of this is Catch-22, a military by-law which states that if you fly your missions, you’re crazy, and don’t have to fly them; all you have to do is ask. But if you ask not to, then you’re sane, and so you have to fly them.

Stress mark should be marked with [capitals] to indicate the primary stressed syllable, as in: news・pa・per [NOOZ-pey-per] in・for・ma・tion [in-fer-MEY-shuhn]

Q: Why do you ask for progressive?

A: The Hulu player, unlike traditional broadcast, does not play back interlace scan, so we require that all videos be delivered with their scan type set to progressive. If your video is natively interlaced, you must de-interlace it to progressive and you must employ a de-interlace filter that does not result in blending or ghosting artifacts. We recommend an auto-adaptive de-interlace if available.

Tagline can come before or after “Presented by”, but should align with action in the video (i.e. “Presented by…” is read at the same time it’s seen on-screen)

Stress mark should be marked with [capitals] to indicate the primary stressed syllable, as in: news・pa・per [NOOZ-pey-per] in・for・ma・tion [in-fer-MEY-shuhn]

Indicate the stressed syllable with capital letters, for example:
news・pa・per [NOOZ-pey-per],
in・for・ma・tion [in-fer-MEY-shuhn]

If the tagline/date messaging doesn’t fit within the 11 syllables max, it can be included as text.

Client may provide final brand poster or Hulu Creative can create these units based on client direction and source assets.

  • No symbols such as registered marks, copyrights, etc.
  • If symbols are required, they will be presented in standard text such as" Brand (TM)".

We highly recommend using an all-white version of the brand logo since it'll appear over a colored background that dynamically changes based on which thumbnail the viewer is on. An all-white logos is more likely to catch the viewer's eye and be legible.

Q: Why do you prefer PCM codec?

A: PCM codec is lossless audio quality, so whenever possible, please deliver PCM audio.

Q: What does native frame rate mean?

A: Native frame rate refers to the frame rate the source footage was shot. Whenever possible, we require all videos to be delivered in their native frame rate. This means that no frame rate conversion should be performed, which includes adding 3:2 pulldown for broadcast.

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Based on the stories of real women and set against the backdrop of 18th century Georgian London, Harlots is a powerful family drama offering a brand new take on the city’s most valuable commercial activity – sex. Acclaimed actresses Samantha Morton (Rillington Place, The Last Panther, Cider with Rosie) and Jessica Brown Findlay (Victor Frankenstein, The Outcast, Downton Abbey), are set to star in the series.

Q: Why is Apple ProRes preferred?

A: Apple ProRes 422 HQ as an intermediate codec will tend to have default quality settings to our spec or higher. We prefer as it statistically tends to publish to Hulu with fewer issues.

Q: When is letterboxing allowed and not allowed?

A: When the native aspect ratio is 1.78:1 or 1.33:1 throughout the entire program, there should not be any letterboxing (black bars on top and bottom), nor should there be any pillarboxing (black bars on either side). We should should see an active picture take up the full frame. If the aspect ratio is wider than 1.78:1, such as 2.35:1, matting on the top and bottom is permissible. Additionally, if there is a creative choice to add matting, this is usually waived, but please reach out to your Hulu representative to confirm.

Q: Should the bitrate be constant if delivering ProRes codec?
A: No, since ProRes codec is built to be variable, this is waived.

Q: Can you accept bitrate higher than 30 Mbps?
A: Yes, we can accept bitrate beyond the recommended range for H.264 and ProRes. In the case of ProRes, bitrate will often exceed 30 Mbps due to its variable setting.

Q: When is letterboxing allowed and not allowed?

A: When the native aspect ratio is 1.78:1 or 1.33:1 throughout the entire program, there should not be any letterboxing (black bars on top and bottom), nor should there be any pillarboxing (black bars on either side). We should should see an active picture take up the full frame. If the aspect ratio is wider than 1.78:1, such as 2.35:1, matting on the top and bottom is permissible. Additionally, if there is a creative choice to add matting or if there is a mix of native aspect ratios, this is usually waived, but please reach out to your Hulu representative to confirm.

THE HANDMAID'S TALE

The Handmaid’s Tale is an adaptation of prolific author Margaret Atwood’s influential and acclaimed novel. The special event drama series will take place in the dystopian society of Gilead, a former region of the United States that has been transformed by revolution and religious fundamentalism. Golden Globe® winner Elisabeth Moss (Top of The Lake, Mad Men) is set to star as the lead character, Offred. The series will be created, executive produced, and written by Bruce Miller (The 100) with Ilene Chaiken (Empire, The L Word) serving as executive producer. Atwood will serve as Consulting Producer for the series.

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Into the Dark, from the visionary director Jason Blum and Blumhouse Television, this first-of-its-kind episodic series is guaranteed to bring edge-of-your-seat entertainment to passionate horror fans throughout the year through 12 standalone feauture-length events.

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A janitor by day/world-ranked gamer by night is tasked with preventing the extinction of humanity after mysterious visitors from the future proclaim him the key to defeating the imminent super-race invasion in Future Man. Directed by Evan Goldberg and Seth Rogen.

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Every teenager thinks their parents are evil. What if you found out they actually were? Marvel’s Runaways is the story of six diverse teenagers who can barely stand each other but who must unite against a common foe – their parents.

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Light as a Feather

Light as a Feather, when an innocent game of “Light as a Feather, Stiff as a Board” goes wrong when the five teen girls who played start dying off in the exact way that was predicted, forcing the survivors to figure out why they’re being targeted – and whether the evil force hunting them down is one of their own.

THE HANDMAID'S TALE

SEASONS 1-3 NOW STREAMING

The Handmaid’s Tale is an adaptation of prolific author Margaret Atwood’s influential and acclaimed novel. The special event drama series will take place in the dystopian society of Gilead, a former region of the United States that has been transformed by revolution and religious fundamentalism. Golden Globe® winner Elisabeth Moss (Top of The Lake, Mad Men) is set to star as the lead character, Offred. The series will be created, executive produced, and written by Bruce Miller (The 100) with Ilene Chaiken (Empire, The L Word) serving as executive producer. Atwood will serve as Consulting Producer for the series.