The Benefits of Programmatic Advertising
December 18, 2015
Have you heard about the latest advancements in television advertising? Hulu recently announced the next evolution in its sales process with a new solution for marketers. Combining media automation with data-informed targeting, Hulu lets you serve the most relevant ad to the right person at the right time. In other words, programmatic advertising is television advertising redefined.
Programmatic advertising at Hulu consists of three parts — heart, lungs and brain. The heart, powered by Oracle Data Management Platform (DMP), part of the Oracle Marketing Cloud, is responsible for pumping valuable 2nd and 3rd party data allowing you to find new audience and behavior segments.
The lungs, powered by LiveRail’s Video Private Exchange (VPX), provide deeper insights into buyer behavior of Hulu viewers and allows for safe passage of data to enter and exit campaigns. LiveRail’s controls target campaigns with the ability to make real-time decisions on the value of individual impressions, driving campaign effectiveness and results for advertisers while increasing the relevance of ads for their viewers.
The brain, is powered by Yieldex, and helps with the decision-making process and marries Hulu’s data with yours to forecast thousands of scenarios for instant ad delivery. Yieldex improves your ability to monitor inventory across platforms and enhances your daily analytics capabilities against hundreds of campaign scenarios.
By partnering with these industry leaders, Hulu is able to deliver strong results, deep targeting, real-time adjustments and more control over campaigns.
What are the benefits of programmatic advertising? With the new programmatic solution Hulu will be able to serve more relevant ads to each viewer. Hulu has the same amount of commercial breaks as traditional television, but a lighter commercial load, resulting in higher brand recall. Hulu’s audience is much younger than traditional broadcast or cable television. Ads on Hulu are non-skippable, and marketers are only charged for ads viewed to 100 percent completion, which leads to industry-leading viewability.