100% Completion Rate

At Hulu, we pride ourselves on giving 100% to everything we do.

From Hulugans adorned in over-the-top getups at our annual Huluween costume competition, to April Fools’ pranks taken to the extreme – we are “all in”.

This “all-in” attitude is pervasive throughout our company culture and is ingrained in how we innovate on behalf of our viewers, advertisers and content partners.

Today, we’re excited to announce the newest way we are giving 100% with the introduction of our latest ad innovation:  Hulu will now only charge its advertisers based on a 100% completion rate. This is for advertising sold by Hulu’s advertising team, and will apply to both Hulu and Hulu Plus.

Hulu advertisers will not be charged unless their advertisement has been streamed through completion; in other words, an advertisement that has been 100% delivered. There will be no extra cost to Hulu advertisers for this service.

This is an industry first.  We’d like to thank our forward-thinking beta testers at Zenith Media, General Mills, and Horizon Media for their partnership on this initiative.

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.

The original Hulu service continues to ramp aggressively both in users and content while Hulu Plus, our US subscription service, passed more than 2 million paid subscribers in Q1 of this year. Based on our research, Hulu Plus has achieved 2 million paying subscribers faster than any video subscription service – online or offline – in US history.

On behalf of the Hulu team, thank you to our customers…users, advertisers and content owners alike.

-JP

JP Colaco
SVP Advertising
jp@hulu.com


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  • No symbols such as registered marks, copyrights, etc.
  • If symbols are required, they will be presented in standard text such as" Brand (TM)".

Stress mark should be marked with [capitals] to indicate the primary stressed syllable, as in: news・pa・per [NOOZ-pey-per] in・for・ma・tion [in-fer-MEY-shuhn]

On living room, mobile, and tablet devices, the color gradient overlay is dynamic and will change based on the cover story art. It is not something we can control on our end.

If the tagline/date messaging doesn’t fit within the 11 syllables max, it can be included as text.

On living room, mobile, and tablet devices, the color gradient overlay is dynamic and will change based on the cover story art. It is not something we can control on our end.

Q: When is letterboxing allowed and not allowed?

A: When the native aspect ratio is 1.78:1 or 1.33:1 throughout the entire program, there should not be any letterboxing (black bars on top and bottom), nor should there be any pillarboxing (black bars on either side). We should should see an active picture take up the full frame. If the aspect ratio is wider than 1.78:1, such as 2.35:1, matting on the top and bottom is permissible. Additionally, if there is a creative choice to add matting or if there is a mix of native aspect ratios, this is usually waived, but please reach out to your Hulu representative to confirm.

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Q: Should the bitrate be constant if delivering ProRes codec?
A: No, since ProRes codec is built to be variable, this is waived.

Q: Can you accept bitrate higher than 30 Mbps?
A: Yes, we can accept bitrate beyond the recommended range for H.264 and ProRes. In the case of ProRes, bitrate will often exceed 30 Mbps due to its variable setting.

Q: What does native frame rate mean?

A: Native frame rate refers to the frame rate the source footage was shot. Whenever possible, we require all videos to be delivered in their native frame rate. This means that no frame rate conversion should be performed, which includes adding 3:2 pulldown for broadcast.

Q: Why do you ask for progressive?

A: The Hulu player, unlike traditional broadcast, does not play back interlace scan, so we require that all videos be delivered with their scan type set to progressive. If your video is natively interlaced, you must de-interlace it to progressive and you must employ a de-interlace filter that does not result in blending or ghosting artifacts. We recommend an auto-adaptive de-interlace if available.

Q: Why do you prefer PCM codec?

A: PCM codec is lossless audio quality, so whenever possible, please deliver PCM audio.

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