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
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After less than a decade of existence, smartphones and tablets this year will draw more money from advertisers than the centuries-old newspaper industry or the nearly century-old radio sector, a sign of just how rapidly technology is transforming media habits.
But given how much time Americans spend on their devices, mobile-ad spending could be much higher, an indication that marketers remain uncertain about the medium’s effectiveness. Research firm eMarketer estimates that spending on mobile advertising, which includes both smartphones and tablets, will soar 83% to nearly $18 billion in 2014. Read the Full Story on The Wall Street Journal