New FreeWheel Research Finds That Partnerships and Interoperability Are Driving the Growth of Audience Targeted Campaigns
September 23 2019 - 1:01PM
Business Wire
Audience targeted ad views grew 82%, fueled by
an industry trend and movement toward interoperability, which, in
turn, are driving the scale, sophistication, simplicity – and
growth – of premium video.
FreeWheel, A Comcast Company, today announced the release of its
Q2 Video Marketplace Report (VMR). This quarterly publication
analyzes the changing dynamics of how advertisers, publishers and
distributors are utilizing ad supported premium video.
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 U.S., 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.
This was supplemented by initiatives such as the Comcast
Advertising led “On Addressability,” which was announced at Cannes
Lions 2019 and aims to establish the technical framework to deliver
greater addressability to the TV industry. 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.
These three trends and focal areas were also evident
internationally. Agreements such as the one between RTL and
ProSiebenSat.1 offered advertisers broader reach and the ability to
target audiences across TV and digital. To help simplify the
complicated programmatic ecosystem, AdForum launched its Trusted
Partners Program, which includes participants such as FreeWheel,
IAS and SAP, this past June.
“The value of premium video is now well established and the
industry is focused on finding ways to drive scale, sophistication
and simplicity by connecting together multiple exiting platforms.
With this focus, we expect audience targeted campaigns, which
increased 82% this quarter, almost four-times as fast as the
industry, to continue to grow at pace,” said David Dworin, who
heads FreeWheel’s Advisory Services Team and was one of the lead
authors of this report.
Key takeaways and insights for both the U.S. and international
markets can be found below.
To download the full report, click here.
FreeWheel Q2 VMR – Key Takeaways
(U.S.):
- For Q2 2019, ad completion rates on full-episode and live
content in the U.S. 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.
- Auto industry advertisers significantly index higher on
audience targeted ads driven by the value of targeting vehicle
intender groups to drive conversions.
- Viewers are increasingly consuming premium video on
distributor platforms and ad views grew 46%, mainly driven by
growth on digital/IP enabled platforms (up 64%).
- Meanwhile, publisher-owned and operated platforms as well as
set-top-box ad inventory that allows dynamic ad insertion remained
relatively flat, up 2% and 3% respectively.
- Ad views coming from direct deals continue to comprise the
majority of ad view share at 81%.
- However, programmatic deals grew faster, at 45% vs. 23%.
- Open exchange transactions are still a small part of
programmatic deals (13% share) suggesting that buyers and sellers
are not yet ready to give up on the direct relationship even when
it’s executed through automated channels.
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.
- Viewers continue to consume premium video primarily through
distributor platforms (83% share).
- Ad views coming from direct deals continue to comprise the
majority of ad view share, at 83%.
- However, programmatic deals grew slightly faster at 35% vs.
28%, mostly comprised of direct programmatic deals.
- Exchange transactions are still a small part of programmatic
deals (only 2% share) suggesting that buyers and sellers are not
yet ready to give up on the direct relationship even when it’s
executed through automated channels.
About FreeWheel
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.
With offices in New York, San Francisco, Chicago, London, Paris,
Beijing and across the globe, FreeWheel, A Comcast Company, stands
to advocate for the entire industry through the FreeWheel Council
for Premium Video. For more information, please visit
www.freewheel.tv, and follow us on Twitter and LinkedIn.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20190923005707/en/
FreeWheel: Elaine Wong, 929-388-9098 elaine_wong@comcast.com
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