Custom creative on Hulu is significantly more effective at driving upper funnel brand metrics such as recall and message association when compared to standard, non-custom ads.
Advertising on Hulu in general drives a lift in brand metrics across the purchase funnel, as evidenced by our results when compared to Millward Brown’s brand metrics norms. However, not all advertisements are created equal and we see significantly higher lifts in some forms of advertising when compared to others.
One can see why custom content is particularly effective at driving higher brand metric lifts when looking at more qualitative data. A recent brand lift study on custom content on Hulu uncovered viewer’s sentiments around this type of advertising, saying custom content is more ‘unique’, ‘informative’, and ‘innovative’.