FreeWheel-优质视频：通过营销渠道传递价值（英文版）-2018.10-32页-3mb

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

Core Content Overview

The FreeWheel Video Monetization Report provides insights into the growth and evolution of premium video as a marketing platform in the U.S. and Europe. It highlights how premium video continues to deliver value across the marketing funnel through scale, sophistication, and simplicity, while addressing challenges such as ad repetition, user experience, and regulatory compliance.

Key Trends and Observations

U.S. Market Highlights

• Ad View Growth: In Q2 2018, ad views increased by 35% year-over-year, with 31% growth in video views. Live ad views saw the highest growth at 90%, followed by full-episode (30%) and clip (7%) ad views.
• Device Usage:
  • Big Screen Devices (OTT and STB VOD) account for 57% and 30% of ad views, respectively.
  • Smartphones led in ad view growth with 76% YoY increase, making them the most versatile device for advertisers.
  • Desktop and Smartphone combined for 73% of ad view share, while OTT accounted for 27%.
• Programmatic Transactions:
  • Programmatic transactions now account for 14% of total ad views, up 58% YoY.
  • Private Marketplaces dominate the programmatic space, with 93% of transactions occurring in this model.
• Ad Repetition:
  • Only 11% of creatives were repeated once or more in full-episode content, thanks to automated frequency capping.
  • Live streams have higher repetition rates, which can affect campaign pacing and budgeting.
• Unified Buying:
  • Marketers are increasingly adopting unified buying strategies across linear and digital TV.
  • Cross-platform measurement solutions, such as NBCUniversal's CFlight and comScore Campaign Ratings, are becoming essential for advertisers to evaluate performance across devices.
• Industry Representation:
  • The top five advertiser industries accounted for 65% of ad views in Q2 2018, with Entertainment & Media and Consumer Packaged Goods leading.

Europe Market Highlights

• Ad View Growth: In Q2 2018, ad views grew by 31%, and video views by 22%.
• Live Ad Growth: Live ad views increased by 45%, driven by rising live streaming adoption.
• Content Formats:
  • Full-episode content remains the dominant format, accounting for 56% of ad views.
  • Clips and Live also saw growth, though at lower rates than full-episode content.
• Regulatory Impact:
  • GDPR did not significantly hinder premium video growth in Europe.
  • New regulations allow content providers to stream across the EU without region blocks, improving access and reach.
• Collaboration Among Broadcasters:
  • European broadcasters are forming alliances to enhance their offerings and compete with SVOD services.
  • In the U.K., the BBC, ITV, Channel 4, and Arqiva are investing £125 million in the Freeview platform to create a hybrid service.
  • In France, France Televisions, M6, and TF1 are launching a joint OTT platform, SALTO, to challenge Netflix and Amazon.
  • In Germany, ProSiebenSat.1 and Discovery are partnering to create an OTT platform, similar to Hulu in the U.S.

Main Insights

• Scale: Premium video platforms are leveraging large audiences and first-party data to compete with walled gardens.
• Sophistication: Publishers are enhancing targeting and measurement capabilities, especially through advanced audience buying tools.
• Simplicity: Programmatic buying is growing, but direct-sold deals remain dominant due to the need for brand safety and competitive separation.
• User Experience: Maintaining a positive viewing experience is critical, with efforts to reduce ad repetition and improve ad load strategies.
• Future Outlook: The shift towards omnichannel marketing is driving demand for unified buying and cross-platform measurement, with continued growth in live streaming and OTT adoption expected.

Conclusion

Premium video is evolving into a robust advertising platform that can deliver across the marketing funnel. The U.S. and Europe both show strong growth, with live content and big screen devices playing a central role. As the industry continues to innovate and adapt to changing consumer behaviors and regulatory environments, the focus remains on balancing scale with precision, ensuring brand safety, and improving user experience through advanced technologies and collaborative strategies.