Hulu is the latest media company moving into transactional ad formats.
The streamer introduced GatewayGo, a way for viewers to interact with a commercial and then take an action on a second screen, such as access special offers or make a purchase. It utilizes QR codes and push notifications to encourage viewers to take immediate action on their mobile devices.
The goal is to upend TV as a top-of-the-funnel advertising medium and built the foundation for bottom-of-the funnel, action-oriented campaigns. By doing this, it allows TV brands to attract digital-focused advertisers, like direct-to-consumer brands that typically utilize social channels and other digital advertising.
SmileDirectClub, The RealReal and SweetGreen are launch partners for the new experience.
Hulu enters the NewFronts marketplace for the first time as part of Walt Disney.