Binge Ad

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Hulu’s Binge Ads enable marketers to deliver contextually and situationally-relevant messages at the right time and place – during a viewer’s binge session. It also allows brands to create and own a positive, entertaining viewer experience that compliments bingeing and reduces ad fatigue. Bingeing is a behavior that is unique to streaming services and offers a natural, authentic opportunity at that moment to connect with the viewer and consider their behavior. It provides brands the opportunity to incorporate their brand narratives into this behavior and engage with viewers in a non-disruptive way.
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Timeline

8 week production lead time from the receipt of the final assets.

Available On:

Video Tech Specs

Edited Video, I.E. Commercial Creative (Digital Files Only)

  • 1920 x 1080 or 1280 x 720 (16:9)
  • Letterboxing on native 1.78:1 (16 × 9) or pillarboxing on native 1.33:1 (4 × 3) content is not allowed.
  • Constant bitrate (CBR) 15–30 Mbps.
  • Main Profile @ Main Level (MP@ML)
  • 4:2:2 color space
  • Single video track

File Formats

  • PREFERRED: Quicktime movie (MOV)
  • ACCEPTED: MPEG-4 (MP4)

Codec

  • PREFERRED: Apple ProRes 422 HQ
  • ACCEPTED: H.264

Frame Rate

  • 23.98, 25, or 29.97 based on native frame rate. 
  • Constant frame rate only. 
  • Please make content progressive scan.

Max File Size

  • 10 GB

Additional Tech Specs

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Audio Tech Specs

Tech Specs

  • Audio is required
  • Two-channel stereo only
  • Bit Rate: 192 Kbps minimum 
  • Bit Depth: 16- or 24-bit only
  • Sampling Rate: 48 kHz

Codec

  • PREFERRED: Pulse-code modulation (PCM)
  • ACCEPTED: Advanced Audio Coding (AAC)

Split Track Audio

  • A split-track audio is required for videos with existing dialog and/or voiceover. If not available, we will ask for separate audio stems. If stems are not available, we will ask for a music track.
  • Final mix of dialogue, SFX, and music (DME) stems to be delivered as WAV or AIFF files. 

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Animation Assets

If Changes / Revisions Not Required:

  • PREFERRED: ProRes 4444 (for alpha footage) or ProRes 422 HQ (for non-alpha)
  • ACCEPTED: TIFF sequences

If Changes / Revisions Required:

  • Collected Adobe After Effects files (AEP)
  • Cinema4D files for 3D (C4D)

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Static Assets

Brand Logo / Title Treatment

  • PREFERRED: Vector Adobe EPS or Illustrator (AI) file
  • ACCEPTED: High-res layered Photoshop (PSD) file.
  • The brand logo will be locked up with “Presented by” text which must be in Hulu’s standard font, size, and color.

Photographic Asset (Product Shots, Video Stills, Etc.)

  • Layered PSD or TIFF files at the highest resolution available.
  • Minimum dimensions 1920 × 1080

Fonts (if applicable)

  • OpenType Font (OTF)

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Voiceover Script (optional)

Recommended Format

  • English: “Presented by [Film/Show/Game Title + Tune-In/Date Messaging/Release Date (optional)]”
  • Please provide phonetic spellings of all ambiguous words that will need to be recorded.

Talent

  • Clients may use their own VO talent but the script must be pre-approved by Hulu Creative to ensure it follows our guidelines.
  • Voiceover can be read by official Hulu talent.
  • Please note your preference for either a male or female reading.

Length

  • No syllable/length restriction.
  • Must fit comfortably within :07 duration.

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Additional Materials

Brand / Campaign Documentation

  • Brand Guidelines
  • Brand Style Guide
  • Brand Campaign Messaging
  • NOTE: Hulu custom creatives will adhere to its own set of creative guidelines.

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Binge Reward Details

What is/isn’t a “reward”

  • A reward must be a promotional discount that can be used towards a good or service, or a free offering.
  • A reward may not be a subscription offering without a discount.
  • Reward does not need to be unique to Hulu, .

Requirements

  • Advertiser responsible for fulfillment of offer and/or deep-link to Advertiser webpage/app.
  • Advertiser must advise on all Legal requirements including language and any creative guidelines.
  • Advertiser to have a unique Hulu binge ad redemption code (for tracking purposes)
  • Advertiser to share reward redemption data with Hulu.

Reward Options

  • On-Screen Promo Code
  • Text Promo
  • QR Code Options
    • OPTION 1 – Hulu to create the QR Code to be used. Clients will need to provide the URL for the landing page where the ad is driving the viewer. The destination link can be anything from a website, an app, or the app store (to download an advertised app).
    • OPTION 2 – Advertiser to provide their own QR code. This will require they share scan data with Hulu. Additional IO stipulations will have to be in place if the advertiser chooses to provide their own code.

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Third-Party Tracking Tags & File Hosting

Tracking Tags

  • Clients can provide third party 1x1s and click trackers.

File Hosting

  • Files are hosted by Hulu

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The use of Graphik is acceptable in cases where the Client cannot supply their own typeface.
On living room, mobile, and tablet devices, the color gradient overlay is dynamic and will change based on the cover story art. It is not something we can control on our end.
If the tagline/date messaging doesn’t fit within the 11 syllables max, it can be included as text.
Stress mark should be marked with [capitals] to indicate the primary stressed syllable, as in: news・pa・per [NOOZ-pey-per] in・for・ma・tion [in-fer-MEY-shuhn]
  • No symbols such as registered marks, copyrights, etc.
  • If symbols are required, they will be presented in standard text such as” Brand (TM)”

Q: Why do you prefer PCM codec?

A: PCM codec is lossless audio quality, so whenever possible, please deliver PCM audio.

Q: What does native frame rate mean?

A: Native frame rate refers to the frame rate the source footage was shot. Whenever possible, we require all videos to be delivered in their native frame rate. This means that no frame rate conversion should be performed, which includes adding 3:2 pulldown for broadcast.

Q: Should the bitrate be constant if delivering ProRes codec?

A: No, since ProRes codec is built to be variable, this is waived.

Q: Can you accept bitrate higher than 30 Mbps?

A: Yes, we can accept bitrate beyond the recommended range for H.264 and ProRes. In the case of ProRes, bitrate will often exceed 30 Mbps due to its variable setting.

Q: When is letterboxing allowed and not allowed?

A: When the native aspect ratio is 1.78:1 or 1.33:1 throughout the entire program, there should not be any letterboxing (black bars on top and bottom), nor should there be any pillarboxing (black bars on either side). We should see an active picture take up the full frame. If the aspect ratio is wider than 1.78:1, such as 2.35:1, matting on the top and bottom is permissible. Additionally, if there is a creative choice to add matting or if there is a mix of native aspect ratios, this is usually waived, but please reach out to your Hulu representative to confirm.