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Direct Response Marketing

Field Reports

1 Jan, 2009 By: Thomas Haire, Jacqueline Renfrow Response


Hulu Users Prefer Long Ads


By Jacqueline Renfrow (

LOS ANGELES — In a recent survey, 88 percent of online video viewers said they preferred to watch one two-minute advertisement at the beginning of a program if it meant no commercial interruptions during the rest of the show, reports


The other option for viewers is four 30-second ads throughout a 22-minute program.

Viewers can opt-in for the pre-show extended commercial by clicking on an ad that occasionally pops up on the site. The high opt-in rate suggests consumers are selecting what kinds of ads they want to watch, indicating that they will more likely be engaged with the choices they've made.

"The opt-in rate is proving this is something people want," says Christina Lee, a spokeswoman for Hulu. "We are trying to break down a lot of these very traditional ways of thinking about advertising, so this is a way to experiment and an example of something you'll see us doing."

The results also show that consumers aren't adverse to ads, they just like choices. "What consumers don't like is being stuck watching long pre-rolls or being forced to participate and being forced to watch stuff that isn't relevant," says Lori Schwartz, senior vice president and director of the Interpublic Emerging Media Lab. "When you give them a choice, you are thinking about them, and that gets them excited. We are in this culture now where people expect participation and expect to be included and expect two-way communication to happen."

Advertisers currently buying long-form ads on Hulu include Columbia TriStar, American Express, Hyatt, Paramount Pictures, Sprint and Capital One.


News Corner


> Glenn DeKraker, founder and CEO of COREMedia Systems, announces that Jim Paull, an advertising media systems specialist and marketing consultant, joins the company as president and COO. He takes over for Carl Langrock, who resigned the position he'd held since 2004.

Jim Paull
Jim Paull

> The Electronic Retailing Association (ERA) has named Julie J. Coons, former CEO of the Tech Council of Maryland and executive vice president at PCIA – the Wireless Infrastructure Association – as its new president and CEO. During her four years at the Tech Council (Maryland's largest trade association, with more than 500 members in Maryland, Virginia and the District of Columbia), she worked to improve the financial health of the organization and oversaw its rebranding. At PCIA, her work is best remembered for the creation and growth of the association's trade show.

> Mercury Media Holdings (MMH), an independent measurable media agency, has appointed Jonathan Anastas as president of its digital division, where he will be responsible for the company's digital practice, leading strategy and day-to-day operations on a national basis, while also working with all of MMH's regional offices to execute ROI-based integrated media solutions for existing and prospective clients. Anastas joins MMH with more than 15 years of marketing and advertising experience, having most recently served as president of Redurban, an Omnicom-owned digital agency.

Elizabeth Lim
Elizabeth Lim

> Cannella Response Television has promoted Christi Anderson to media consultant from media assistant. Anderson joined Cannella in October of 2007 from Harley-Davidson Motor Co., where she was marketing coordinator.

> EDS, an HP company, and Guthy-Renker announce a four-year, $531 million contract extension and expansion to their current 13-year relationship. The new agreement for consumer direct business process outsourcing (BPO) services supports Guthy-Renker's growing customer base in the United States, Canada, Australia, New Zealand and other international territories.

> Jennie Huynh joins the marketing and business development team of Imagine Fulfillment Services (IFS). Huynh will focus on continuing to expand IFS' direct response division and help market the multi-faceted fulfillment company.

> Big Fuel, the consumer engagement agency, launches, an interactive video think tank developed to create a community conversation between brands and consumers through an open, honest exchange. The site is an aggregation of market voices and consumer opinions that helps to answer the question of what consumers want.

> Northern Lights Direct Response hires Elizabeth Lim as media buyer/planner. Lim brings several years experience, including strategy and analytics, with past clients including Dell, ING and CHIP Home Income Plan.

> Venable LLP announces that David Levy, a prominent postal regulatory and appellate lawyer, has joined the firm as a partner in its Washington, D.C., office. Levy arrives from Sidley Austin LLP, where he has practiced postal rate work since 1983.

> HSN Inc. lays off 110 employees, 3 percent of its staff, and eliminates 75 positions, about 3 percent, from subsidiary Cornerstone Brands Inc.'s staff. HSN also eliminated 52 open positions.

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