While initially aimed at smaller advertisers, Hulu Ad Manager can attract more ad dollars from bigger, more sophisticated companies like ThirdLove and Potbelly.
| Hulu is lowering the barrier to entry for smaller advertisers. The Disney-owned streaming service is testing a self-serve ad buying tool called Hulu Ad Manager that's currently aimed at small- and medium-sized businesses. Not only does Hulu Ad Manager enable advertisers to buy ads without going through Hulu’s sales team, but it also only requires them to spend a minimum of $500 to do so. “One of the things we’ve heard is it’s really difficult to advertise on TV or too expensive. We thought this would be a great way to help change that,” said Faye Trapani, director of self-service platform sales at Hulu. Read more below. Hulu Ad Manager has the potential to lure even more dollars into the streaming advertising market, especially once Hulu extends the tool’s availability to larger advertisers. Kerel Cooper and Erik Requidan talk about the Minority Report podcast is not only a resource for employees, but it provides instructions for businesses to make impactful changes for diversification and retention. For Digiday+ members, the coronavirus pandemic is hitting its second wave in much of America, but marketers would rather just, well, pretend that it isn't. Also exclusively for Digiday+ members, about 40% of agency employees are currently looking for a new job, according to our new survey about work and culture. Other things to know about ICYMI: On last week’s Digiday+ Talk, we learned how Overtime is building sports media for Gen Z, including a look into their consumption patterns and how the company connects with over 17 million social media followers. Digiday+ members can view the key takeaways and watch the on-demand recording of the discussion here. Two-thirds of publishers have encountered deceptive ads related to COVID-19. In a new research-led report, data shows that it’s a critical time for publishers to crack down on deceptive and damaging advertising if they want to protect the integrity of their brands. Sponsored by GeoEdge. | | |
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howdy! howdy! | DIGIDAY+ MEMBER EXCLUSIVE | | 'Implicitly rather than explicitly': Advertisers no longer want to discuss the coronavirus | | The coronavirus is still around — ravaging entire states, with infection rates rising across the country. But marketers would rather just, well, pretend it isn’t. It’s a change from a few months ago, when coronavirus-response ads from advertisers were all the rage, as everyone sought to tell the audience that we were in this together. […] | | |
| Sponsored by Moat by Oracle Data Cloud | | From afterthought to action: Transforming ad effectiveness measurement | | Ad effectiveness metrics typically lack the speed marketers need to compete in a fast-paced world. Sign up to this webinar to learn how to accelerate the pace of learning and embrace a new standard to improve measurement and campaign performance. | | |
howdy! | Coronavirus Fallout | | The second wave of media layoffs is here | | After hundreds of media workers lost their jobs to coronavirus-related cuts in the spring, another round of layoffs has swamped the industry. | | |
howdy! howdy! | | | South China Morning Post CEO Gary Liu on navigating a perilous time for Hong Kong | | Alibaba bought the South China Morning Post in 2015, and brought the Hong Kong newspaper's paywall down shortly after. For SCMP CEO Gary Liu, who came on in 2017, that allowed the media property to have "far exceeded" the scale they'd set out to meet. The English-language paper went from 4 million monthly active users, when the paywall came down, to more than 50 million, according to Liu. Now, said Liu, "it's about when do we believe we have the right product for us to ask some audiences around the world to start paying for the South China Morning Post again?" |
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