Publicis Shifts ‘Several Million’ In Broadcast Ad Spend To Hulu

Hulu

Publicis Groupe media agency MediaVest will spend “several million” dollars in advertising on Hulu, Adweek reports. Amanda Richman, MediaVest’s managing director of digital, didn’t offer any specifics. She tells Adweek that the agency is upping their spending on Hulu significantly, adding that the money is being shifted to the video site from both broadcast TV and other websites. MediaVest and Hulu will work on targeting the ad dollars toward particular demos. Furthermore, the deal also calls for MediaVest to pay for research on Hulu’s ad effectiveness that will determine its ability to do demo targeting.

Considering Publicis’ close relationship with Google (NSDQ: GOOG), the deal with Hulu is notable since the agency doesn’t have a similar arrangement with YouTube. The spending commitment by Publicis to buy ad space on Hulu puts further pressure on Google’s YouTube, which has not been able to match the kind of premium ad buys Hulu, which charges roughly $30 CPMs, has racked up the past few months.

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