VP and Head of Ad Sales Research, Hulu
TV may have withstood the digital revolution in the 2000s, but things are changing. Streaming services aim to meet each individual’s taste and recommend programs that they are most apt to like. This serves not only the media companies, but the advertisers, who are aiming to adapt the personalized model they use in digital for TV.
Julie DeTraglia is at the forefront of this movement. Since joining Hulu in June 2016, she has overseen Hulu’s partnerships with industry measurement leaders Nielsen and comScore, as well as with leading consultancies that are dedicated to learning consumers’ cross-device viewing habits.
Among the fruits of those partnerships was an October 2016 study with Magna that showed that ads on small screens were more effective in driving purchase intent than TV ads. Hulu has also worked with MediaScience to look at sequential advertising and Leflein Associates to look at the impact of mood on ad engagement. Among Hulu’s other recent findings: More viewing is occurring once again in the living room as PC- and mobile-based viewing slip, tablets over-index to older audiences and Latino viewing is more likely than average to be viewed on a mobile device.
Prior to Hulu, DeTraglia led research across NBC’s digital properties and led research for four Olympics.
In her free time, DeTraglia is a dedicated hockey mom for three sons and a mentor for young professionals via Advertising Women of New York.