HULU.COM: An Intriguing Advertising Opportunity
When I read that Hulu is drawing huge audiences, I went to the Web site and clicked on a movie—"Abel Raises Cain." It is a 82-minute documentary about professional hoaxer Alan Abel, who was famous in the late 1950s for dreaming up and publicizing the "Society of Indecency to Naked Animals" with the mission of clothing naked animals. Over the years he has duped the media and made talk show hosts look like chumps and generally made a hilarious nuisance of himself with a slew of nutsy-fagen schemes, many of which are chronicled in this film.
This unique Web site offers full-length television shows and motion pictures; viewers remain on the site for a long time, sometimes a couple of hours—a boon for advertisers.
I sat through the entire film, which was presented with "limited commercial interruptions." The TV-type commercial advertisements ranged in length from 10 to 30 seconds. Among the advertisers:
"Angels and Demons" (upcoming Tom Hanks film)
Nestea Green Tea
Healthful Cat Food, Purina
Sprint Now Network
Returning to "Abel Raising Cain" on another day, I found additional advertisers:
American Chemistry Council
BMW Z4 Roadster
Plan B Levenorgestra
At the end of this blog is a screenshot snapped during the BMW commercial. As you will see, the moving picture area takes up about half the computer screen, leaving a blank area above. At upper left is the film title, running time and the number of stars by reviewers. At upper right is a small response box that shows the car, the BMW logo and the headline:
The all-new Z4 Roadster
An Expression of Joy.
In light gray mousetype are two words: "Explore now"—the hyperlink to more information.
Once the commercial is finished and the film resumes, this little box remains on screen until the next commercial interruption. Then the next commercial's response box stays on the screen. For the advertiser, this represents his presence onscreen for far longer than the 10-30 seconds allotted in the commercial.