Streaming OTT Advertising on Disney Campaign Manager (Hulu)

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We are excited to be a partner in Disney Campaign Manager’s (Hulu) agency advertising program! It has been a successful ad channel for a number of our clients, and we hope this article helps you determine if it could benefit your marketing campaigns.

With their low minimum ad spend ($500), large audience (115M), and robust targeting segmentation options, Disney/Hulu is a contender for any brand-building or awareness campaign and it can even achieve consideration and conversion goals in certain situations.

This powerful new streaming video ad service is one of many dynamic ad channels that we manage for our clients (e.g., Amazon Ads, Google Ads, Facebook, Instagram, Microsoft/Bing, Pinterest, YouTube, Spotify, App Store, etc.).

Check out the details below to see if Disney/Hulu ads could help you accomplish your goals.

Disney Campaign Manager Streaming Video Ad Details

Cost

  • Minimum ad spend per campaign: $500

  • Since there is only one level to a campaign (not a Campaign, Ad Group, and Ad level like some other ad channels), each audience or creative tested will require a minimum budget of $500 each.

  • Average CPM (Cost Per Thousand Impressions): $32 (Note: This is without segmented targeting applied. CPM and CPV will be higher when audience sizes are smaller).

  • Average CPV (Cost Per View): $0.032

  • Payment Method: Credit cards or invoices

  • Billing Cycle: Credit cards are charged 4x each month (on the 3rd, 11th, 19th, and 27th of the month) and invoices are submitted once per month.

Audience Targeting

  • Without any targeting limitations, the size of the Disney/Hulu targetable audience is 115M (these “ad-supported viewers” are those who are not subscribed to the ad-free option).

  • There are many audience targeting options gleaned from 1st and 3rd party data sources.

    • Location (by zip code, city, state, or DMA)

    • Gender & Age (4 segments of ages including 18-24, 25-34, 35-49, and 50+)

    • Demographics (many dozens of options within 4 categories including Behavior, Demographics, Interest, and Ownership)

    • Platforms (Living Room, Mobile, & Computer)

    • Content Genres (23 genres currently)

  • Campaigns can be set to either include or exclude based on the criteria above.

Restrictions

  • Campaigns aren’t able to target a specific TV show or movie. You can only target by including or excluding content genres

  • There are no clickable links (even when viewed on mobile and computer platforms)

  • Commercials cannot have “implied interactivity”:

    • CTAs and URLs can appear in the commercial as long as they don’t have the appearance of being clickable. They need to be displayed as free-standing text with no box overlay behind them. URLs can also be spoken in the voiceover.

    • QR codes are now allowed and recommended (they were prohibited at first). Best practices include:

      • Placement on the frame during most of the duration of the commercial

      • Located in the bottom right corner

      • Make the QR code large enough to see and scan, but not so large that it creates clutter or blocks the view of key elements

  • Retargeting is not an option (via email list uploads or pixels)

  • SRT files are not accepted. If you want captions, they need to be burnt into the commercial

  • The ad review process can take up to 3 business days but is usually 1-2, so factor that lead time into the ad calendar

Ad Specs

  • Video Length: Between 15 and 30 seconds (the cost is the same regardless of the length).

  • Aspect Ratio: 16:9

  • File Types: QuickTime, MOV, or MPEG-4

  • File Size: Max of 3GB

  • Campaign Duration: Campaigns can run for up to 12 months

  • A complete list of specs can be found here on Disney Campaign Manager’s site.

Disney/Hulu’s ad service is only available through a small group of select agencies, so if you’d like to explore how to leverage this ad channel through a partnership with Amplify, please schedule a free exploratory video meeting with our founder, Franklin Goldberg.

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