For Hulu subscribers that were binge watching ‘the Mindy Project’ they mighty have noticed some thing unusual while watching the show. It was a commercial from Volkswagen that used scenes from the Mindy Kaling-produced series and mixed them with a promotional message from the car manufacturer.
“It’s a spot that can run not just in ‘Mindy,’ but in front of other audiences who are watching similar comedies, or people we know who have watched ‘Mindy’ in the past,” says Peter Naylor, senior vice president of advertising at the streaming-video site, which is owned jointly by Comcast’s NBCUniversal, 21st Century Fox, Time Warner and Walt Disney Co. “People come to us so they can learn some new plays.”
As the series comes to its finale, Hulu hopes to introduce new ad opportunities to brands looking to test marketing within the video streaming realm. Hulu which has taken on the traditional TV format but on digital platform hopes to introduce a new ad format that is based on the programs that viewers binge watch and other viewing habits. “There’s a desire to find new ways to reach audiences who have the control to avoid ads and conventional television,” says Naylor.
With the campaign that was integrated with the Mindy Project show, it is clear that Hulu wants to provide ads that viewers can watch while they binge watch their favorite shows that is to say ads that are woven into new virtual-reality programming and ads keyed to specific occasions, such as the premiere of a new series. The video streaming site is making its pitch to advertisers as more brands continue to show growing interest in marketing opportunities within the video streaming sites.
“As viewers watch “Door No. 1,” a story about a high-school class’ ten-year reunion, they will be able to choose the way the plot unfolds. And as part of the story, they will see Nissan and the dating-app Bumble show up in the storylines,” says Nicole Sabatini, vice president of integrated marketing at Hulu.
“It’s a unique opportunity to reach a very specific type of audience – a more influential audience that is looking to try the newest content experiences,” she says.
“In the program, two characters will end up matching on Bumble and meeting up at the reunion,” says Andee Olson, the company’s director of content strategy. “They don’t really remember each other from high school,” she explains.“I would imagine that happens in real life. Finding ways to accompany video consumed via digital means is important to the company. Our audience in general seems more prone to the digital side of advertising.”