Hulu goes for long and short-form ads

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Hulu.com, NBC Universal and News Corp's answer to Google's YouTube, is experimenting with both long-form and short-form advertising accompanying different lengths of online programming.

Hulu CEO Jason Kilar told Advertising Age magazine that things were "just getting started" when it came to working out the best way of monetising online video. "No one has figured out the optimal customer experience. No one has figured out the optimal targeting," said Kilar.

Advertising Age said Hulu would run traditional 30-second ads with long-form programmes, such as NBC's The Office, though with only 25% of the ads that NBC would air on TV. Short-form video clips will have ads overlaid for between 10 and 15 seconds.

Kilar said Cisco Systems, Intel, Unilever, General Motors, Nissan and Toyota had all signed up as advertisers. News Corp and NBC Universal announced their jointly owned web site in August.

Lovelace Consulting  |  01.11.2007

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