Hulu is shifting its brand-content strategy to focus more on selling sponsorships for the company's self-produced original series.
Hulu has created three brand content pillars for sponsorship: Distributed, Produced & Distributed, and Sponsorable Slate.
Distributed and Produced & Distributed are brand authored programming. Under Distributed, content is produced and funded by the advertiser, promotion in content contingent, and the brand is given a dedicated Hulu channel. Under Produced & Distributed, content is still Advertiser funded but Hulu collaborates with the advertiser from development. Promotion of the content is also guaranteed.
The third option is the Sponsorable Slate which gives advertisers templates to work with. It also includes promotional impressions, brand integration, earned media/PR, premium media placements, and custom & exclusive content.
The company has already sold programs to Ford and Subway.
This shift is said to part of a larger plan to produce more original programming like Netflix and move away from the company's reliance on brand dollars.
Source: http://adage.com/article/media/hulu-restructures-brand-content-org-division-head-departs/295754/
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