OMMA Keynote: Jason Klar, Hulu

First Point: There is a flood of content.

Second point: people obsess over quality. Walt Disney made sure that the theme parks were impecably clean. Disney couldn’t be as successful a park without keeping it pristine. Hulu is the same way. The want to make sure that everything about Hulu is about quality. “We have heated discussions over every pixel. We’re very odd birds, and we know that, but that’s our version of street sweeping.” The details – important, but subtle – tell the users that there is something different at Hulu, down to the 16:9 thumbnails. Hulu is obsessed with quality.

Their mission is help people find and enjoy the world’s premium content when, where and how they want to. The rallying cry is more casual in tone. They want to deliver a server that users, advertisers and content owners “unablashedly love.”

First time user from Chicago, in user feedback, “My first Hulu experience made my head explode in a brain spray of awesome.”

Currently Hulu claims 8 million uniques, 119 million streams monthly. PC World Mag named Hulu #1 product of the year, ahead of the iPhone. There is tremendous advertising demand that significantly exceeded their plan, and Fox, a content partner, has seen their overall online business more than triple since the launch of Hulu just 6 months ago.

For marketers:

Take advantage of the unique power of the environment. For example, Hulu allow users to pick from three different ads from a brand, rather than trying to target the specific user. Let them decide. For example, instead of showing an ad for a sports car in front of sports content, let the user decide. Jason is a father, and actually in the market for a minivan, so the sportscar ad is wasted on him.

For entertainment clients, Hulu offers user a choice. You can watch a trailer or preview of a show as a long pre-roll ad, or the user can watch programming with the normal commercial / mid-roll interruptions. Again, giving users a choice about their experience is very much appreciated.

Be a part of a strong user experience. For long form programming, they start with a :15 second branded slate. A very simple execution. They are finding that the branded slate, plus companion banner, provide higher recall among users. The “Ad Load” on Hulu is one-quarter of what you’ll find on TV.

Leverage the power of influencers. Take advantage of people who are embedding content into their own content.

To conclude: First, there’s a big wave. Second, obsess on quality. Third, marketing.