Hulu to Charge Only For Ads That Are 100 Percent Streamed

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At the Ad Age Digital Conference, Hulu announced it will now charge advertisers based on a 100 percent completion rate. In other words, Hulu will charge advertisers only when their advertisement has been 100 percent streamed and delivered. Hmm. You mean they used to charge for half delivered ads? Even old TV never did that. Well, mostly.

More seriously, before this announcement, Hulu would charge advertisers for an ad as long as a beacon fired. The beacon used to reside at the beginning of the ad. It has now been moved to the end.

Of the new program, Hulu SVP of Advertising wrote, “Implementing 100% completion rate for Hulu advertisers is just another way we are working with the advertiser and viewer community to innovate. In 2007, we launched the Hulu Ad Selector which allows viewers to choose among multiple ads to select the one most relevant to them. Recently, we introduced Hulu Ad Swap to market, a cutting edge advertising product that allows viewers to substitute out the ad they are watching for one that they feel is more relevant to them. Since the launch of Hulu Ad Swap, we have seen over 9 million substitutions and that number is increasing every day.”

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Steve Hall

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