New FreeWheel Report Reveals 24% Growth in CTV Programmatic Impressions from Independent Agencies, as Advertisers of All Sizes Take on Programmatic Activation
May 16 2024 - 9:00AM
Business Wire
Research shows that programmatic growth is
being fueled by the democratization of access to premium CTV for
more advertisers.
Today, FreeWheel, a global technology platform for the
television advertising industry, released a report titled “The
State of Programmatic Independent Demand,” examining how this
dynamic market segment is activating programmatically on premium
video.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20240516589722/en/
(Graphic: Business Wire)
“The independent market is in an era of turbo charged growth,”
said Katy Loria, CRO, FreeWheel. “This growth is fueled by the
increasing adoption of programmatic advertising by marketers,
coupled with the expansion of premium CTV supply. Advertisers of
all sizes now have powerful tools for measuring and attributing
their premium video campaigns’ success, driving higher demand and
better outcomes.”
The insights cover the primary forces driving the growth of
programmatic impressions in the independent CTV market, with data
showing a 24% increase in independent programmatic impressions year
over year. Besides the overall shift to programmatic, some key
factors of this growth:
- The adoption of multi-publisher programmatic bundles has
surged, with a +119% increase in advertisers utilizing these
bundles to find their target audiences across premium CTV
platforms.
- Advertiser verticals that are stronger in the independent
segment, i.e. across pharma, gaming, telecom, and retail
categories, are embracing programmatic at an accelerated rate due
to programmatic’s ability to better prove ROI.
The data set used for the report is one of the largest available
on the usage and monetization of professional, rights-managed
ad-supported video content in the U.S. and is based on aggregated
advertising data collected through the FreeWheel platform
specifically for the independent market. In the report, FreeWheel
defines “independent demand” as ad buys coming from agencies and
buying entities that are not owned by a holding company.
“With niche first-party audiences, scale can often be an issue,”
said Garrett Dale, Chief Partnership Officer and Co-Founder, Kepler
Group. “Curated group deals have been integral in complementing
publisher direct programmatic activations to expand reach of
high-value audiences for brands, enabling Kepler to achieve and
exceed client business goals from both brand awareness to
performance objectives.”
Looking forward to the remainder of 2024, the report identifies
an opportunity for the independent programmatic market to consider
live sports inventory – which is currently not readily available at
scale for buyers – for its high viewership, differentiated prestige
content, and an event-like experience bringing in engaged audiences
and making live sports a prime category for advertisers. Along with
these benefits come the added complexity of programmatic
activation, and the need to make sure the technical infrastructure
on both the buy and sell side can handle the high viewership
spikes.
“The biggest events – NFL Playoffs, Olympics, March Madness –
are all available for streaming, which offers a huge opportunity
for programmatic advertising,” said Moe Chughtai, Global Head of
Advanced TV, MiQ. “If executed effectively, not only does this
reduce the investment barriers to entry for marketers to gain
access to this programming, it also brings a new level of
addressability and accountability to live sports. By partnering
with programmers and tech partners, we can make live sports the
fastest-growing sector for biddable advertising.”
The report goes on to identify additional opportunities,
including the transition of large advertiser commitments to
programmatic and the unlocking of programmatic political spend with
speed while maintaining strict creative and placement controls.
To view the full findings as outlined in FreeWheel’s State of
Programmatic Independent Demand, visit here.
About FreeWheel
FreeWheel 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 freewheel.com, and follow us on Twitter and
LinkedIn.
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version on businesswire.com: https://www.businesswire.com/news/home/20240516589722/en/
Media Meredith Fitzgerald meredith_fitzgerald@comcast.com
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