Strata, a unit of Comcast Platform Services that manages a media buying/selling platform, has formed a partnership with Hulu that will open up the premium OTT video hub’s ad inventory to Strata’s agencies that are looking to place local and national spots across multiple platforms.
Strata, which claims to process $50 billion of annual ad transactions, said its platform will enable its ad agency partners to use its software to purchase spots on mobile, desktop and TV-connected devices “as conveniently as they would buy a local TV ad.”
The integration will also let Strata’s agencies reach local audiences on Hulu by Nielsen DMA, state, or zip code, they said, noting that Hulu will convert their impressions to TV ratings so local broadcast buyers can purchase Hulu inventory as part of their overall TV plans. They said this combo will also enable Hulu advertisers to sidestep ad-skipping and viewability issues, pointing to Hulu’s 92% viewability rate, which, they said, is 60% higher than industry benchmarks.
Strata said its software is used on more than 13,000 desktops across more than 1,000 advertising agencies and 99% of broadcast television stations.
Hulu’s primary business runs on a hybrid subscription/ad model, as well as an ad-free option that debuted last fall. Hulu recently closed down its free streaming option, though its free, ad-supported content is still offered on Yahoo View, a service that launched in August.
Hulu has about 12 million subscribers, and is developing a virtual MVPD service that’s slated to launch in early 2017.
“Integrating Hulu’s library of premium content into our systems is another example of our commitment to provide the best advertising opportunities to our clients,” Judd Rubin, VP of Strata, said in a statement. “Working closely with Hulu enabled us to engineer media buying software solutions that allow for fluid transactions of ads that can appear on any device. We are excited about our relationship with Hulu and the tremendous opportunities it provides our agencies.”
“Hulu’s partnership with STRATA is a sign of the times that the local broadcast marketplace needs to go beyond their conventional TV buying options to meet their clients’ TV advertising objectives,” added Peter Naylor Hulu's SVP of sales.