Behind the scenes, big business marketers view their “targets” precisely as Ivan Pavlov viewed his laboratory dogs.
Jeremy Helfand, VP & Head of Advertising Platforms at Hulu, labors to figure how to get modern TV users to pay attention to sponsors’ ads. This requires, Helfand says, a trope that “rewards the viewer for this natural experience, this natural behavior that’s now happening in streaming television.”
It’s cute, of course, that watching television now counts as a “natural behavior,” but you get the point. Rewarded behaviors.