Tuesday, May 15, 2012

How to target commercials in a "do not track" world -- Hulu has an idea

Today, while watching a film on Hulu, I noticed a new strategy toward offering "free content" profitably.

There were commercials every 8 minutes or so (some YouTube videos do that,as to most network episode rebroadcasts, as well as Logo).  But these were shorter than typical network commercials, simpler, and each had a survey question as to whether the product offered as interesting to the viewer.  (The first sponsor was GEICO, and that reminded me of something important.)  The survey question would be used to tailor the ads (rather than using tracking cookies).  The sponsor's trade dress would show at the bottom of the screen below the film until the next ad appeared.

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