November 2nd, 2016 | Read more articles from 2016 or Visit the News Archive
STRATA partners with Hulu on ad buys
By Michelle Clancy
STRATA has partnered with Hulu, allowing more than a thousand advertising agencies to use the firm’s software to purchase advertisements on mobile, desktop and living room devices streaming Hulu content.
The integration of STRATA’s software with Hulu allows advertisers to overcome ad skipping and viewability challenges. Hulu boasts 92% viewability, 60% higher than the industry benchmark, and non-skippable ads where advertisers only pay on 100% ad completion. The relationship also enables STRATA’s agencies to effectively reach local audiences on Hulu by Nielsen DMA, state or ZIP code. Hulu converts the impressions to TV ratings so that local broadcast buyers can purchase Hulu as part of their overall TV plans. Hulu offers a rotation of local and national ads within commercial breaks and provides category separation within pods.
“Integrating Hulu’s library of premium content into our systems is another example of our commitment to provide the best advertising opportunities to our clients,” said Judd Rubin, vice president at STRATA. “Working closely with Hulu enabled us to engineer media-buying software solutions that allow for fluid transactions of ads that can appear on any device. We are excited about our relationship with Hulu and the tremendous opportunities it provides our agencies.”
Peter Naylor, SVP of sales at Hulu, added: “Hulu’s partnership with STRATA is a sign of the times that the local broadcast marketplace needs to go beyond their conventional TV buying options to meet their clients’ TV advertising objectives.”
Hulu advertising opportunities can be obtained through STRATA’s software, which is used on over 13,000 desktops nationally in over a thousand advertising agencies and 99% of broadcast television stations.