How Hulu's Creative Studio Greenhouse Sees the Next Era of Streaming Advertising

'First and foremost, though, it’s about creating better things for viewers'

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In October, Scott Donaton made the jump from a long, distinguished career in the agency world to Hulu. Leaving Digitas, he joined the streamer as head of creative. He started at the beginning of December, reporting to Hulu CMO Kelly Campbell while working closely with Peter Naylor, svp and head of advertising sales.

Throughout the year, Hulu has continued to find innovative ways to serve viewers, including pause ads (a format that displays a static ad when content is paused) and highly anticipated binge ads (a unique format that makes binge-watching more palatable from a viewer’s perspective).

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