--- title: "Meaning & Key Takeaway of: At a macro level, it's balancing the…" description: "\"At a macro level, it's balancing the needs of consumers, advertisers and content owners. And if you talk to any one of those three customer sets in iso..." image: "https://sms4smile.com/quotes/i/0b0/jason-kilar-17926_advertiser_at-a-macro-level-it-s-balancing-the-need_726279.jpg" --- # At a macro level, it's balancing the needs of consumers… ![“At a macro level, it's balancing the needs of consumers, advertisers and content owners. And if you talk to any one of those three customer sets in isolation, often times you won't delight the other two. So the hurdle we faced with Hulu Plus was, how can we thread this needle in a way that…” quote by Jason Kilar](https://sms4smile.com/quotes/i/0b0/jason-kilar-17926_advertiser_at-a-macro-level-it-s-balancing-the-need_726279.jpg) [Download](https://sms4smile.com/quotes/i/0b0/jason-kilar-17926_advertiser_at-a-macro-level-it-s-balancing-the-need_726279.jpg) [Open image](https://sms4smile.com/quotes/i/0b0/jason-kilar-17926_advertiser_at-a-macro-level-it-s-balancing-the-need_726279.jpg) > “At a macro level, it's balancing the needs of consumers, advertisers and content owners. And if you talk to any one of those three customer sets in isolation, often times you won't delight the other two. So the hurdle we faced with Hulu Plus was, how can we thread this needle in a way that delights all three customer sets?” [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Balancing consumer, advertiser, and content owner needs is essential; focusing on one group can alienate the others, so a unified approach is required. **In simple terms:** All three groups must be satisfied together. Key Takeaway Design solutions that serve all stakeholders. Themes strategy balance stakeholder management media advertising Mood strategic analytical Type business leadership When to use this quote - Product planning - advertising negotiations - content licensing - customer experience design Key Concepts Ecosystem thinking trade‑offs value alignment Questions to Reflect On - How can you measure delight across different stakeholder groups? - What compromises are acceptable to keep everyone satisfied? A Different Perspective Neglecting any group can cause revenue loss or brand damage. ★ ★ ★ ★ ★ No ratings yet [Consumers](https://sms4smile.com/quotes/about/consumers/) [Customer](https://sms4smile.com/quotes/about/customer/) [Delight](https://sms4smile.com/quotes/about/delight/) [Delights](https://sms4smile.com/quotes/about/delights/) [Happiness](https://sms4smile.com/quotes/about/happiness/) [Hurdle](https://sms4smile.com/quotes/about/hurdle/) [Isolation](https://sms4smile.com/quotes/about/isolation/) [Television](https://sms4smile.com/quotes/about/television/) ## Related quotes > [You cannot possibly be reaching the needs of your consumers when the makeup of your company is not reflective of the community you serve.](https://sms4smile.com/quotes/kimberly-bryant/you-cannot-possibly-be-reaching-the-needs-of-your-consumers-when-the/) [Kimberly Bryant](https://sms4smile.com/quotes/author/kimberly-bryant/) > [A world where wages no longer rise still needs consumers. Middle-class purchasing power has been maintained through loans, loans and more loans. The Calvinistic…](https://sms4smile.com/quotes/rutger-bregman/a-world-where-wages-no-longer-rise-still-needs-consumers-middle-class/) [Rutger Bregman](https://sms4smile.com/quotes/author/rutger-bregman/) > [The public sector can only feed off the private sector; it necessarily lives parasitically upon the private economy. But this means that the productive…](https://sms4smile.com/quotes/murray-rothbard/the-public-sector-can-only-feed-off-the-private-sector-it-necessarily/) [Murray Rothbard](https://sms4smile.com/quotes/author/murray-rothbard/) > [On the unhampered market there prevails an irresistible tendency to employ every factor of production for the best possible satisfaction of the most urgent…](https://sms4smile.com/quotes/ludwig-von-mises/on-the-unhampered-market-there-prevails-an-irresistible-tendency-to/) [Ludwig von Mises](https://sms4smile.com/quotes/author/ludwig-von-mises/) > [We're simple-minded, the team at Hulu, which is, we think if we can obsess over quality and build a better mousetrap, that good things…](https://sms4smile.com/quotes/jason-kilar/we-re-simple-minded-the-team-at-hulu-which-is-we-think-if-we-can/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [“Then came the era of 'box-tops' and 'thrillers.' 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Waller](https://sms4smile.com/quotes/author/judith-c-waller/) > [My education was dominated by modernist thinkers and artists who taught me that the supreme imperative was courage to face the awful truth, to…](https://sms4smile.com/quotes/ellen-willis/my-education-was-dominated-by-modernist-thinkers-and-artists-who/) [Ellen Willis](https://sms4smile.com/quotes/author/ellen-willis/) > [I'd like to feel that an advertiser gets something extra when they advertise with us - a certain humanity that comes from upbeat and…](https://sms4smile.com/quotes/anonymous/i-d-like-to-feel-that-an-advertiser-gets-something-extra-when-they/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [I believe that a contract, or at least an understanding, exists between the American public and the American advertiser concerning what advertising is, what…](https://sms4smile.com/quotes/john-o-toole/i-believe-that-a-contract-or-at-least-an-understanding-exists-between/) [John O'Toole](https://sms4smile.com/quotes/author/john-o-toole/) > [It is the advertiser who provides the paper for the subscriber. It is not to be disputed, that the publisher of a newspaper in…](https://sms4smile.com/quotes/alexander-hamilton/it-is-the-advertiser-who-provides-the-paper-for-the-subscriber-it-is/) [Alexander Hamilton](https://sms4smile.com/quotes/author/alexander-hamilton/) > [There are all kinds of people who continue to be largely ignored by advertisers, whose lives largely go unseen. They deserve their moment.](https://sms4smile.com/quotes/roxane-gay/there-are-all-kinds-of-people-who-continue-to-be-largely-ignored-by/) [Roxane Gay](https://sms4smile.com/quotes/author/roxane-gay/) > [Most advertisers spend millions upon millions of dollars to buy commercial time during the Super Bowl, and millions in creating eye-popping ads, hoping to…](https://sms4smile.com/quotes/peter-diamandis/most-advertisers-spend-millions-upon-millions-of-dollars-to-buy/) [Peter Diamandis](https://sms4smile.com/quotes/author/peter-diamandis/) > [Persuasion has become a kind of force. The more the advertiser knows about what consumers want, and the more desires the product and packaging…](https://sms4smile.com/quotes/virginia-postrel/persuasion-has-become-a-kind-of-force-the-more-the-advertiser-knows/) [Virginia Postrel](https://sms4smile.com/quotes/author/virginia-postrel/) > [Advertisers now have a highly targeted opportunity for aligning their brands alongside the entertainment experience people are enjoying on YouTube.](https://sms4smile.com/quotes/chad-hurley/advertisers-now-have-a-highly-targeted-opportunity-for-aligning-their/) [Chad Hurley](https://sms4smile.com/quotes/author/chad-hurley/) > [If you look at the heritage of the best advertising, you can make stuff that is great for both readers and advertisers. I don't…](https://sms4smile.com/quotes/jonah-peretti/if-you-look-at-the-heritage-of-the-best-advertising-you-can-make/) [Jonah Peretti](https://sms4smile.com/quotes/author/jonah-peretti/) ## More by Jason Kilar > [Imagine you're watching '30 Rock' and an ad comes on, but you don't like it. With Hulu Ad Swap, you can actually click the…](https://sms4smile.com/quotes/jason-kilar/imagine-you-re-watching-30-rock-and-an-ad-comes-on-but-you-don-t-like/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [I took a job at the Walt Disney Company and after 18 months decided to go to business school at Harvard. I was awestruck…](https://sms4smile.com/quotes/jason-kilar/i-took-a-job-at-the-walt-disney-company-and-after-18-months-decided/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [There's certain things like scripted dramas that - they're either topical or such water-cooler moments that I think that they'll be consumed within 48…](https://sms4smile.com/quotes/jason-kilar/there-s-certain-things-like-scripted-dramas-that-they-re-either/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [When we blaze trails, which is what Hulu is about, it takes time. That is not for the faint of heart, and we understand…](https://sms4smile.com/quotes/jason-kilar/when-we-blaze-trails-which-is-what-hulu-is-about-it-takes-time-that/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [Theres nothing more intoxicating than doing big, bold things.](https://sms4smile.com/quotes/jason-kilar/theres-nothing-more-intoxicating-than-doing-big-bold-things/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [When we launched Hulu, everybody was saying, 'Oh, this is going to be a substitute for pay TV in the living room.'](https://sms4smile.com/quotes/jason-kilar/when-we-launched-hulu-everybody-was-saying-oh-this-is-going-to-be-a/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [I'm a big believer that media is an impulse business.](https://sms4smile.com/quotes/jason-kilar/i-m-a-big-believer-that-media-is-an-impulse-business/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [If you can make it easier to consume, people will consume more of it.](https://sms4smile.com/quotes/jason-kilar/if-you-can-make-it-easier-to-consume-people-will-consume-more-of-it/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [I tried to do everything I could to study Walt Disney. I would read every book I could on the company, and then I…](https://sms4smile.com/quotes/jason-kilar/i-tried-to-do-everything-i-could-to-study-walt-disney-i-would-read/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [We are fortunate to have collectively built a culture that matters, a brand that matters, a business that matters. It is impossible to state…](https://sms4smile.com/quotes/jason-kilar/we-are-fortunate-to-have-collectively-built-a-culture-that-matters-a/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [When youre dealing with digital goods, you dont have to be tied to one URL.](https://sms4smile.com/quotes/jason-kilar/when-youre-dealing-with-digital-goods-you-dont-have-to-be-tied-to-one/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [I grew up hearing stories about how my maternal grandfather had put himself through engineering school in New York City. He saved money by…](https://sms4smile.com/quotes/jason-kilar/i-grew-up-hearing-stories-about-how-my-maternal-grandfather-had-put/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [I think the relationship between cable and satellite and telco pay TV service providers and the content industry is a very, very solid one.](https://sms4smile.com/quotes/jason-kilar/i-think-the-relationship-between-cable-and-satellite-and-telco-pay-tv/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [There's nothing more intoxicating than doing big, bold things.](https://sms4smile.com/quotes/jason-kilar/there-s-nothing-more-intoxicating-than-doing-big-bold-things/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) > [Cultures are not very easy to change. They're sometimes almost impossible to change.](https://sms4smile.com/quotes/jason-kilar/cultures-are-not-very-easy-to-change-they-re-sometimes-almost/) [Jason Kilar](https://sms4smile.com/quotes/author/jason-kilar/) [Explore all 36 Jason Kilar quotes ](https://sms4smile.com/quotes/author/jason-kilar/) ## More Advertiser quotes > [If you look at the heritage of the best advertising, you can make stuff that is great for both readers and advertisers. I don't…](https://sms4smile.com/quotes/jonah-peretti/if-you-look-at-the-heritage-of-the-best-advertising-you-can-make/) [Jonah Peretti](https://sms4smile.com/quotes/author/jonah-peretti/) > [Advertisers now have a highly targeted opportunity for aligning their brands alongside the entertainment experience people are enjoying on YouTube.](https://sms4smile.com/quotes/chad-hurley/advertisers-now-have-a-highly-targeted-opportunity-for-aligning-their/) [Chad Hurley](https://sms4smile.com/quotes/author/chad-hurley/) > [Persuasion has become a kind of force. The more the advertiser knows about what consumers want, and the more desires the product and packaging…](https://sms4smile.com/quotes/virginia-postrel/persuasion-has-become-a-kind-of-force-the-more-the-advertiser-knows/) [Virginia Postrel](https://sms4smile.com/quotes/author/virginia-postrel/) > [Most advertisers spend millions upon millions of dollars to buy commercial time during the Super Bowl, and millions in creating eye-popping ads, hoping to…](https://sms4smile.com/quotes/peter-diamandis/most-advertisers-spend-millions-upon-millions-of-dollars-to-buy/) [Peter Diamandis](https://sms4smile.com/quotes/author/peter-diamandis/) > [There are all kinds of people who continue to be largely ignored by advertisers, whose lives largely go unseen. They deserve their moment.](https://sms4smile.com/quotes/roxane-gay/there-are-all-kinds-of-people-who-continue-to-be-largely-ignored-by/) [Roxane Gay](https://sms4smile.com/quotes/author/roxane-gay/) > [It is the advertiser who provides the paper for the subscriber. It is not to be disputed, that the publisher of a newspaper in…](https://sms4smile.com/quotes/alexander-hamilton/it-is-the-advertiser-who-provides-the-paper-for-the-subscriber-it-is/) [Alexander Hamilton](https://sms4smile.com/quotes/author/alexander-hamilton/) > [I believe that a contract, or at least an understanding, exists between the American public and the American advertiser concerning what advertising is, what…](https://sms4smile.com/quotes/john-o-toole/i-believe-that-a-contract-or-at-least-an-understanding-exists-between/) [John O'Toole](https://sms4smile.com/quotes/author/john-o-toole/) > [I'd like to feel that an advertiser gets something extra when they advertise with us - a certain humanity that comes from upbeat and…](https://sms4smile.com/quotes/anonymous/i-d-like-to-feel-that-an-advertiser-gets-something-extra-when-they/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [My education was dominated by modernist thinkers and artists who taught me that the supreme imperative was courage to face the awful truth, to…](https://sms4smile.com/quotes/ellen-willis/my-education-was-dominated-by-modernist-thinkers-and-artists-who/) [Ellen Willis](https://sms4smile.com/quotes/author/ellen-willis/) > [“Then came the era of 'box-tops' and 'thrillers.' It is not strange that the advertiser, in his search for the right kind of program…](https://sms4smile.com/quotes/judith-c-waller/then-came-the-era-of-box-tops-and-thrillers-it-is-not-strange-that/) [Judith C. Waller](https://sms4smile.com/quotes/author/judith-c-waller/) > [As a publisher, you have no direct relationship with advertisers.](https://sms4smile.com/quotes/jason-calacanis/as-a-publisher-you-have-no-direct-relationship-with-advertisers/) [Jason Calacanis](https://sms4smile.com/quotes/author/jason-calacanis/) > [I worked at CBS in the late '90s, and I remember sitting in meetings with both advertisers and digerati, and everyone was saying, 'Network…](https://sms4smile.com/quotes/ross-levinsohn/i-worked-at-cbs-in-the-late-90s-and-i-remember-sitting-in-meetings/) [Ross Levinsohn](https://sms4smile.com/quotes/author/ross-levinsohn/) > [What's best for advertisers on Twitter's platform isn't for there to be 20 different clients.](https://sms4smile.com/quotes/matt-mullenweg/what-s-best-for-advertisers-on-twitter-s-platform-isn-t-for-there-to/) [Matt Mullenweg](https://sms4smile.com/quotes/author/matt-mullenweg/) > [The error that we tend to make is that we think that women's magazines are what editors want and what their readers want -…](https://sms4smile.com/quotes/gloria-steinem/the-error-that-we-tend-to-make-is-that-we-think-that-women-s/) [Gloria Steinem](https://sms4smile.com/quotes/author/gloria-steinem/) > [Until the company believes in itself, AOL didn't have its own space and identity in the marketplace. The opportunity is to get out from…](https://sms4smile.com/quotes/tim-armstrong/until-the-company-believes-in-itself-aol-didn-t-have-its-own-space/) [Tim Armstrong](https://sms4smile.com/quotes/author/tim-armstrong/) Browse all 49 Advertiser quotes ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "At a macro level, it's balancing the needs of consumers, advertisers and content owners. And if you talk to any one of those three customer sets in isolation, often times you won't delight the other two. 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