Hulu increases marketing as Netflix slows theirs down
Found Remote recently launched a new partnership with MediaRadar, a leading ad-sales intelligence platform to understand how the major OTT platforms are diversifying their marketing efforts.
MediaRadar chart for Found Remote
For the end of October, Netflix was still in the lead but decreased their marketing by 44%. Hulu on the other hand increased the number of shows they marketed from 3 to 9. Here are the full insights.
Insights:
- Hulu increased the number of shows they are promoting from 3 to 9. They also began to advertise across all platforms. Whereas in September they marketed to 3 sites they are now actively across 22 websites and 12 networks. The top shows promoted were The Mindy Project, Blindspot, Chance, and Empire.
- Netflix remained the top cross-platform advertiser. They promoted 10 shows. Luke Cage was marketed across both TV and online.
- Amanda Knox was promoted significantly as a Netflix original series--which debuted on Sept. 30th. It was promoted across 3 networks with 4 video spots. The controversial documentary has received a lot of PR buzz and social media attention. According to Brandwatch, there were nearly 50,000 mentions of the documentary between September 1st to October 5th on social.
- Despite the promotion for Amanda Knox, Netflix decreased their marketing by 44%. This is not entirely surprising however. In early September Netflix was still actively marketing their shows in advance of the Emmy’s.
- Hulu began promotion across TV networks. Previously Hulu hadn't placed any traditional TV ads, but last week they placed ads across 12 TV networks. All of those placements were for The Mindy Project, which became a Hulu original series for Series 4 (formerly airing on FOX).
- Amazon's advertising was mostly split between Transparent and Bosch. Each represented 45% of Amazon’s ad placement. This is a big shift from the last period where almost all ads were promoting Transparent.
MediaRadar revolutionizes the way ad sales teams do business. This innovative SaaS tool streamlines communication, delivers advanced analytics and quickly identifies new business opportunities. Through a customized intuitive dashboard, clients easily view analytics and actionable advertising insights for over 2.6 million brands. Instantly receive insights that combine TV and print with digital analysis, including new ad formats like online video, mobile, and native. MediaRadar can also pinpoint new business and determine revenue potential. It also helps sales reps plan their pipeline and prioritize the most important points to pitch. This amazing service eliminates the guesswork, so ad execs can focus their time pitching. MediaRadar is a cross-platform solution that is constantly innovating with the ad tech landscape. No longer is it necessary to piece together information from multiple tech products to build a pitch; ad teams can get all their information with ONE tool.
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