2018-优质视频_通过营销渠道传递价值（英文版）-3mb

Premium Video: Delivering Value Across the Marketing Funnel - Q2 2018 Summary

Core Content Overview

The FreeWheel Video Monetization Report for Q2 2018 highlights the evolving role of premium video as a critical marketing platform in both the U.S. and Europe. It outlines the growth in ad views, the importance of scale and sophistication in advertising solutions, and the increasing adoption of programmatic buying. The report also emphasizes the need for a seamless user experience and the challenges and opportunities posed by the shift to data-enabled and subscription-based models.

Key Trends and Insights

Growth in Ad Views and Video Views

• Ad View Growth: In Q2 2018, ad views grew by 35% in the U.S. and 31% in Europe compared to Q2 2017.
• Video View Growth: Video views also saw a significant increase, up 22% in Europe.
• Live Content: Live ad views grew by 90% year-over-year in the U.S., making up 33% of the market. This reflects the growing popularity of live streaming.
• Full-Episode Content: Full-episode on-demand content comprises 56% of ad views and is a key format for viewer retention.
• Clips: Clip monetization grew by 7%, but at a slower rate than live content.

Device Usage and Viewer Behavior

• Big Screen Dominance: 57% of ad views in the U.S. and 30% in Europe are delivered via OTT and STB VOD devices, indicating a strong shift towards the "new living room."
• Smartphone Growth: Smartphones accounted for 76% year-over-year growth in ad views, showing their increasing importance in the premium video ecosystem.
• Device Share:
  • Desktop: 43%
  • OTT: 27%
  • Smartphone: 30%

Monetization Models

• Direct Deals: Dominated the market, accounting for 86% of total deals sold.
• Programmatic Transactions: Grew by 58% year-over-year, now making up 14% of ad views.
• Private Marketplaces: Are the primary channel for programmatic transactions, allowing for more control over deal terms and inventory costs.
• Open Exchanges: Represent only 7% of programmatic transactions, indicating a preference for private marketplaces.

Ad Experience and Management

• Completion Rates:
  • Pre-roll: Over 76%
  • Mid-roll: Over 97%
• Ad Repetition: Only 11% of creatives were repeated once or more in full-episode content, due to frequency capping and a diverse range of advertisers.
• Ad Load Variability: Mid-roll ad loads vary, with 48% of mid-rolls featuring 3-4 ads, and 52% split between lower and higher load models.

European Market Dynamics

• GDPR Impact: The European market showed resilience to the implementation of GDPR, with ad views growing by 31%.
• Collaboration Among Broadcasters: European broadcasters are collaborating to enhance their offerings and compete with SVOD platforms. Examples include:
  • The BBC, ITV, Channel 4, and Arqiva investing £125 million in the Freeview platform.
  • France Televisions, M6, and TF1 launching a joint OTT platform called SALTO.
  • ProSiebenSat.1 and Discovery forming a German OTT platform expected to launch in 2019.
• Live Ad Challenges: Live ad share in Europe is limited by less advanced targeting and measurement capabilities. In France, dynamic ad insertion (DAI) is not permitted in live streams, and its adoption is expected in 2019.

Future Outlook

• Unified Buying: Marketers are increasingly seeking unified buying across linear and digital TV, with fluidity deals gaining traction.
• Cross-Platform Measurement: Publishers and distributors are investing in solutions to enable unified campaigns and better measurement, such as NBCUniversal's CFlight and comScore's Campaign Ratings.
• Ad Format Innovation: Shorter ad formats like six-second ads are becoming more popular, with 79% of publishers and 74% of brand/agency respondents planning to invest in them.
• Cord-Cutting and Subscription Models: vMVPDs are growing, but their "skinny" bundles may not meet all viewer needs, leading to potential opportunities for new players.

Conclusion

Premium video continues to be a powerful marketing platform due to its scale, sophistication, and simplicity. As the industry evolves, the focus is on enhancing the viewer experience, improving targeting and measurement capabilities, and enabling unified buying across platforms. The growth of live streaming and the rise of OTT and STB VOD devices are reshaping the ecosystem, while European broadcasters are leveraging collaboration to remain competitive. The future of premium video looks promising, with continued innovation and investment expected to drive further growth and adoption.