US online video service Hulu has won several million dollars in ad spend from media buying agency MediaVest. The deal will see the Publicis Groupe agency run ads on Hulu from at least six of its high-profile clients, targeted to demographic clusters. Hulu determines demographics for its content based on a combination of data from Nielsen, comScore and its own user registration lists. “It allows us to view online video more closely with how we view television,” said Amanda Richman, managing director of digital at MediaVest. The money is being diverted from both broadcast TV spending and online budgets. MediaVest will also research ad effectiveness on Hulu for placements within demographic categories.
The deal marks a significant step for Hulu in terms of generating revenue from its ad funded model. The site features TV programming from NBC Universal, News Corp. and some Disney properties. CBS remains a holdout.
Hulu is known for taking a hard line on ad rates, pushing for CPMs of $30 or more, significantly higher than TV prices. Screen Digest estimated in the spring Hulu only filled 60 percent of its inventory. It forecast Hulu’s 2009 revenue at $120 million.