The long and short of it: Hulu viewers prefer single longer ad to multiple shorter variants…

by Mike
Posted February 3rd, 2010 at 9:30 am

Watch Hulu much? I partake of the online greatness via Boxee on my Mac and have all but moved away from traditional cable. The few shows I watch I’m fortunate enough to be able to find via Boxee and Hulu. Amid the economy downturn, Hulu, like many other online media companies, started incorporating advertisements in several different forms. Most apparent however are the video ads (read: commercials) that play either before your show or in multiple chunks broken down into 30-second clips. So which one is winning out with consumers?

Shocker: Hulu users prefer the longer 1-2 minute commercial at the beginning of their Hulu viewing instead of the smaller, more frequent breaks 2 : 1 — this is according to Hulu CEO Jason Kilar. I say “shocker” with sarcasm as I personally see it as more seamless and less intrusive to get the advertising done and out of the way in the beginning and only makes sense that end users prefer it more. That way I can enjoy whatever it is that I’m watching in its entirety all the way through and uninterrupted.

Seeing as how customers actually prefer this pre-show advertisement block, I’d like to see how long it lasts. I mean, generally when we consumers attach ourselves to a particular media/business/online model, those in charge tend to side with the things that makes them the most money — not want consumers actually want. We shall see how it progresses…

I’m interested though to see what you guys and gals think — longer and early or short and sporadic — in regards to Hulu ads. Leave your thoughts in the divinely crafted boxes below.


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