FreeWheel, A Comcast company, has announced the release of its Q2 Video Marketplace Report (VMR), a quarterly publication analyzing the changing dynamics of how advertisers, publishers and distributors are utilizing ad supported premium video, the company said.
One of the major themes of this quarter´s report is the role that industry partnerships and increased interoperability are playing in driving the scale, sophistication, simplicity and growth of premium video for both buyers and sellers.
In the US, for instance, companies across the premium video ecosystem worked to advance television´s data enabled future and accelerate scale through consortiums like Project OAR, which is creating standards for addressable advertising on connected TVs. To drive simplicity in accessing premium video, industry groups such as OpenAP are enabling the increased demand for audience buys by creating standardized segments to make this process easier.
FreeWheel Q2 VMR — Key Takeaways (US):
For Q2 2019, ad completion rates on full-episode and live content in the US remained extremely high, between 87% and 98% for both pre-roll and mid-roll, showcasing the value of premium video to advertisers.
Video ad views grew 27% year-over-year, driven in large part by connected TV (up 48%).
Live content ad views were up 44%.
Full episode and clip ad views saw significant growth, 19% and 9% respectively.
Ad views in mobile (+3%), STB VOD (+3%) and desktop (-2%) remained relatively stable.
Audience targeted ad views grew 82% and the growth is expected to continue.
Although it´s coming from a small base, 7% of all ad views, the very large growth is an indication of advertisers´ demand for data-backed targeting solutions.
Furthermore, behavioral targeting (e.g., auto intenders, sports enthusiasts, etc.) constitutes most of audience targeted ads (62% share), showcasing advertisers´ appetite for more than just simple demographic targeting.
FreeWheel Q2 VMR — Key Takeaways (International):
For Q2 2019, ad completion rates in the EU on premium video remain high, between 80% to 96% across content formats for both pre-roll and mid-roll, showcasing the value of premium video to advertisers.
Video ad views grew 24% year-over-year driven in large by set-top-box VOD (up 51%).
Live content ad views were up 32%.
Full episode and clip ad views saw significant growth as well, up 24% and 21% respectively.
On the device front, ad views in mobile, desktop and connected TV also saw growth, up 28%, 23% and 32%, respectively.
Audience targeted ad views grew 31% and the growth is expected to continue.
Furthermore, behavioral targeting (e.g., auto intenders, sports enthusiasts etc.) constitutes most of audience targeted ads (60% share) showcasing advertisers´ appetite for more than just simple demographic targeting.
FreeWheel, A Comcast company, empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goal — results for marketers.