What is HULU?

Hulu is an American subscription streaming service that provides live and on-demand TV shows and movies. OTT stands for over-the-top. OTT advertising refers to advertising delivered directly to the viewer via streaming services like Hulu.

Advertising on Hulu

According to Statista, in the third quarter of 2020, Hulu had 35.5 million paid subscribers (Watson, 2020). Due to Hulu’s increased popularity, advertisers can better target the viewers. Hulu has its own ad platform with robust bidding, targeting, and measurement options.  

Through Hulu, businesses in the United States can use the different available advertising reach options, including:

National- to reach Hulu viewers in the whole country.

Local – to reach a localized target audience.

Advanced TV – to get automated data-informed ad buys. Here, there are three different bidding options, such as programmatic guaranteed, private marketplace, and invite-only auction. Hulu’s invite-only auction is created in a way that helps advertisers select a target audience, determine the bid price for the audience, and also control and optimize ad campaigns. Hulu provides information on its user's interests and behaviors. As well, advertisers can access Hulu users’ demographics information like age, gender etc.

Types of Ads on Hulu

Branded Slate - Here, the advertisers can have their advert placed in a custom title card appearing in a premium position before video creative in the first pod before a show begins.

Branded Entertainment Selector (BES) – Allows users to control their ad experience by choosing between long-form commercials or the standard commercial breaks ads.

GatewayGo (beta) - It’s a combination of living room video ads with action-oriented and personalized offers.

Ad Selector – Here, users can control their ad experience by choosing the ad they want to see. So, users will be exposed to only the ads they want to see.  

Binge Ad - Allows marketers to deliver contextually and situationally-relevant messages at the right time and place when users are binge-watching.

Interactive Living Room – Uses customizable interactivity that can inform viewers about a brand’s latest products, features, and services.

Pause Ad – A non-disruptive, non-intrusive user-initiated Ad experience that appears when a viewer presses pause when watching content.

Max Selector (Beta) - Provides marketers with enhanced creative controls and capabilities to maximize the impact of their message through customization and viewer choice.


Performance for the types of Ads mentioned above, among other Ads on Hulu, can be done right on Hulu.  



Watson, A. (2020, August 28). Number of Hulu's paying subscribers in the United States from 1st quarter 2019 to 3rd quarter 2020. https://www.statista.com/statistics/258014/number-of-hulus-paying-subscribers/