While Madison Avenue is rushing to the television, Hulu is working for her action cup – Variety

Hulu belongs to television companies – and he's now trying to capture some of the TV advertising money before it's too late.

The Streaming Video Center offers lower rates of increase for advertisers who want to spend more dollars than in the past, according to four people familiar with recent negotiations. The offer was launched while Madison Avenue was eager to spend money on prime time television broadcasting as part of the industry's annual "spot" sales market. Hulu refused to make the frames available for comment.

Hulu is controlled by Walt Disney and belongs to both Disney and Comcast. Its willingness to lower the rates that it imposes on 1,000 viewers – a measure known as CPM and at the heart of all discussions between TV networks and advertisers – is included in the background of a surprising comeback from the marketers on traditional television.

With the migration of viewers to streaming video, TV advertisers must spend more to reach the same level of audience as in previous years. And yet, despite the erosion of the number of viewers, Madison Avenue has not yet found another place on which its executives count so much to reach potential consumers. Netflix and Amazon do not offer traditional video slides. YouTube is concerned about the adequacy of some of its content for large advertisers, and marketers are not yet fully satisfied with Facebook's badessment of effectiveness.

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If a digital point of sale has the courage to earn some of its dollars, it's Hulu. The company has always run ads, while keeping an eye on the behavior of streaming fans. Hulu has fewer ads than television networks and most of its content is made up of past and current TV shows – which advertisers are hurrying to take care of.

Hulu's efforts could cause some cable programmers some concern. Due to this year's market dynamics – increased demand for television hours and fewer and fewer viewers – advertisers are primarily committed to entering into agreements with owners of the most-watched programming, including night shows and sports programs. Some of the owners of less supervised cable networks are therefore struggling to obtain the same rate increases that their broadcasting rivals have obtained. If Hulu offers discounted rates for large consumers, it may be possible to withdraw more money from the market.

Hulu said in May it has seen an increase in the number of customers, registering 26.8 million subscribers and 1.3 million customers using promotional accounts. By 2018, the streamer had 25 million subscribers. The company has also been stocking its portfolio of original programs, unveiling everything from a Catch-22 miniseries to a dramatic project involving Kate McKinnon.

With these increases, we have the ability to spread more ads to users, as well as a larger stock to sell. Hulu is not only looking for traditional national advertisements. It also has teams focused on selling spots to local advertisers. traders looking to use programmatic advertising; as well as direct sponsors to consumers.

While Disney has placed all of its television advertising team under the umbrella of one ruler, Rita Ferro, Hulu's team remains separate. Disney did not have operational control of the company until a few weeks ago. Peter Naylor, head of Hulu's advertising sales, is committed to accelerating the sale of new commercial formats that do not interrupt the viewer's experience. Over the last few months, Hulu has begun testing "pause commercials" with Coca-Cola and Procter & Gamble and plans to unveil a new ad template specifically designed for people with multiple episodes at a time.