Hulu Lets Users Swap Ads

Hulu recently rolled out its new Ad Swap product at Advertising Week in New York. The system allows users to choose which ad they want to see. Additionally, they can give feedback on the ads so that Hulu's system will serve up more relevant ads in the future. According to GigaOM, Hulu says it only expects about 3% of users to use the system.

But when users do choose to swap an ad, engagement and interest go up. According to Hulu's research, when users choose their own ad:

• Unaided recall jumps 93%
• Aided recall increases 54%
• Purchase intent went up 35%