A collaboration between (most) everyone on the Winning Mark team of what’s coming through the speakers while we help win campaigns.
HBO is finally giving the cord-cutters what they want.
Speaking at Time Warner Inc. ’s investor day meeting on Wednesday, Richard Plepler, the chief executive of HBO, announced that the pay-TV channel would launch a stand-alone, online streaming version of its service next year.
The new service, an expansion of the pay-TV channel’s popular HBO Go streaming platform available to pay-TV subscribers, will be primarily targeted at the 10 million people in the U.S. who don’t currently have a cable or satellite-TV subscription.
“That is a large and growing opportunity that should no longer be left untapped,” Mr. Plepler told investors.
Read the full story on the Wall Street Journal: HBO to Launch Stand-Alone Streaming Service
The definition of a viewable impression by the Media Ratings Council is that a minimum of 50% of the ad must be in view for at least one second. Initial research indicates that viewability rates are low, with anywhere from 30-50% of display ads not being in view.
There are a number of reasons why an impression might never be viewed.
- The viewer clicks to another web page before the ad loads and renders.
- The ad loads, but in an area of the page that is not within the viewer’s browser window
- dimensions and/or scrolling position.
- The viewer opens a page in a mobile device that is not configured to show the ad content.
- The viewer minimizes the browser.
- The viewer opens another browser window or another application.
The historically low viewability rates are one of the most important reasons that the industry has been working diligently to establish a standard viewable impression metric.IAS Viewability via Integralads