Hulu’s Peter Naylor on New Media Viewing
Our Take:
Traditional TV is actually “new media,” according to Hulu’s svp of sales Peter Naylor, who penned an op-ed in AdWeek. Watching television via an IP address is completely revamping the definition of television, he writes, and the result is that addressable advertising’s data-led targeting and flexibility with creative are redefining the questions advertisers should be asking. It’s no longer about median age or indexing with millennials. Naylor’s pitch is timely, as the company prepares for its newfront presentation next week. Advertisers and media buyers will descend upon NYC for a two-week period during which digital outlets like Hulu and traditional players like CNN, who are seeking to promote their digital presences, will explain why dollars should be spent with them. According to IAB Internet advertising revenues in the U.S. reached $60 billion last year–so there’s a large pie to be divvied up.
As a salesman, I get the pleasure of having conversations with marketers on a daily basis. And, as marketers should, you’re asking many questions to ensure your campaigns are getting the best results and your brands are reaching the right audiences. Every day, we are asked questions like “What is Hulu’s median age?”
