When viewers are tuning into their favorite shows, they’re already engaged
In-Show Integrations on Hulu provide a unique way for clients (advertisers) to get their brand in front of consumers in a DVR and time-shifted viewing world. When viewers are tuning into their favorite shows, they’re already engaged – integrations ensure that a brand is front-and-center during that time of purposeful viewing. Hulu took a closer look into the effectiveness of this type of advertising in our Original programming, and the results were significant.
Integrations are particularly effective in solidifying a brand’s message. In fact, when compared to the control group, viewers saw a sharp increase in unaided ad awareness (a nearly 2000% lift!). This resulted in lifting two metrics vital to a brand’s health – brand opinion (+22%) and purchase intent (+19%).
This increase in awareness and brand opinion makes consumers want to associate with a client’s brand. After being exposed to ad integrations, viewers expressed an increased likelihood of following the brand’s social media sites (Facebook/IG/Twitter/visiting brand site).