Hulu: Industry Safe Environment for Brands

Viewability and brand safety are huge topics of discussion in the advertising industry. We are increasingly living in an age of accountability and marketers are – rightly – demanding more for their advertising dollars. The great news for Hulu’s ad partners is that we’ve long been known for a high standard of accountability given that we only charge for fully completed ad views.

Recently we partnered with third-party industry leaders to quantify our commitment to being a premium destination for brands, and the results have proven what we’ve always known – Hulu is a safe space for brands. One such partner is Moat, a market leader in viewability measurement. We’ve partnered with Moat to track viewability on Hulu and the results show that Hulu’s metrics deliver the gold standard of publishers. In fact, video ads on Hulu deliver 91% viewability, which is 55% above the MRC industry benchmark.

 

 

Hulu has also partnered with the Trustworthy Accountability Group (TAG), an advertising industry group who strives to fight criminal activity in the digital advertising supply chain, to bolster our commitment to delivering quality and brand safety to our clients. We were recently approved for the anti-fraud certification program to ensure that people – not bots – are viewing our partner’s ads.

 

 

As a company well-positioned at the intersection of technology and entertainment, Hulu has always made the viewer experience our top priority. Our video player was designed to be the hero of the viewing experience making viewability inherent across every screen.

We encourage marketers to continue to raise the bar on how, where (and even if) their ads are truly being seen. And our standards of viewability and the fact that we only charge for ads viewed to 100% completion shows our dedication to offering maximum impact for our advertiser’s brands.

 

 

 

 

To hear more from Mike Hopkins, CEO and Peter Naylor, SVP of Sales, check out their interviews below.

Mike Hopkins, CEO: Viewability Debate Benefits US – Ad Age (VIDEO)

“We’ve seen just nothing but good news coming out of the viewability debate.”

Peter Naylor, Head of Sales: Viewability Push Has Landed It More Ad Dollars – WSJ

“We don’t do auto-play video. We promise brands that [our viewers] will watch full 30-seconds ads.”

 


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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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