Hulu is teaming up with Brightline to roll out a new ad unit format called T-comm that allows users to make actual purchases like movie tickets.
The first T-comm is a trailer for Warner Bros.’ “Tomb Raider” that features a personalized, location-based overlay that lets viewers select a movie theater, time and purchase movie tickets through their connected TV.
Hulu will eventually expand T-comm ads into other product categories.
According to Hulu, viewers spend twice as long engaging with a brand when the ad is interactive, are seven times more aware when given the choice to interact, and purchase intent among viewers increases by 160%.
This year, Brightline also worked with NBC Sports to offer interactive ads during NBC’s broadcast of the 2018 Winter Olympics. Comcast’s Xfinity launched a series of ads on its platform and on Apple TV, Amazon Fire, and Android and Apple mobile operating systems that allowed viewers to access additional information about U.S. athletes.
“There is no better place to introduce new capabilities and products to audiences and marketers than the 17 days of the Olympics,” said Linda Yaccarino, chairman of Advertising and Client Partnerships at NBCUniversal, in a statement. “With our partners at Brightline we’re introducing interactive advertising and deeper, more meaningful engagement with advertising, continuing to enhance our viewers’ experiences with our programming on all platforms.”