Hulu launches new ad format, GatewayGo, enabling viewers to interact directly with advertisers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 23, 2020, 11:35 AM UTC

Initial advertisers for the GatewayGo ads includes SmileDirectClub, The RealReal, and Sweetgreen.

Hulu unveiled the new ad format, which allows viewers to interact with advertisers directly and receive personalised offers, during a virtual Newfronts presentation. The Disney owned platform is pitching GatewayGo as an extension to its ad strategy to find new viewer-friendly ways to advertise.

The new ad format is transactional, and viewers can act on it right away, while advertisers get “concrete” measurements on the impact of their ads. Hulu also plans to integrate with Nielsen Media Impact to help advertisers measure the reach of their campaigns.

Further, Disney Hulu XP will be launched in October, allowing advertisers to buy video campaigns across Disney properties. GatewayGo ads include an option to receive more information or offers delivered to phones or tablets via push notification, email, or QR code.

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