FreeWheel's Video Marketplace Report Highlights Growing Opportunity in Digital Video

The report explores video advertising and audience adoption trends in the United States and Europe highlighting the continued growth of digital advertising projected to reach 150B in 2024 FAST Free AdSupported Streaming TV channels are on the rise with viewers 50 of all OTT ad views offering marketers an opportunity to connect with audiences who are more comfortable with linearlike viewing experiences Expect programmatic to make linear transactions more akin to digital in 2023 a lure to include more programmatic deals in Upfront buying strategiesFreeWheel highlights the following key takeawaysConnected TV CTV represents the largest portion of ad views by device in the USOTT accounts for nearly twothirds of ad views by distribution platform in the US yet only 20 in EuropeIn the US Free AdSupported Streaming TV FAST channels account for 50 of OTT views and 30 of total ad viewsIn Europe access to premium content largely occurs through some kind of authenticationThe majority of targeted campaigns in the US are behaviorbased at 72 Meanwhile the same percentage of campaigns in Europe are demobasedAdvertisers are buying programmatic through guaranteed deals in both the US and EuropeOne prevailing observation in the report is that viewers are finding content wherever and whenever they want it as evidenced by 7 YOY ad view growth despite several CTV players Snap Roku YouTube citing depressed ad revenue expectations and quarterly declines In Europe the last few years have seen unprecedented changes in content delivery and consumption as European audiences embraced the new viewing choices offered to them 13 increase in ad views continuing its multiyear doubledigit growth Although audiences are sampling content across distribution options the large screen experience is still preferred accounting for 82 of all ad views in the CTV and STB VOD worldsSports Still Driving Live ViewingLive viewing in the best viewing environments continues to be driven by sports programming On digital platforms sports represents a fraction of total ad views but highlights the urgency to deliver the highest quality user experience European audiences have not quite warmed up to live content simulcast on digital devices yet preferring VOD to access longform video FreeWheel points to a new glut in adsupported content offerings on more streaming channels as a potential pain point for European audiences who are seeking to quickly locate and discover contentWhether Behavioral or Contextual Audience Targeting is AdvancingFreeWheelamp8217s report points to a differentiation in targeting techniques on either side of the pond with behaviorbased approaches accounting for the lionamp8217s share 72 of US campaigns while only 28 in Europe where data compliance rules eschew heavy reliance on cookies and prefer traditional demographic agegender approaches Contextual targeting is on the rise in both geographies however as thirdparty cookie deprecation is on the horizonProgrammatic Growth Follows Rapid CTVFAST Channel AdoptionNearly a third of US transactions are now happening programmatically less so in Europe 14 with guaranteed programmatic deals accounting for slightly more than half of all programmatic deals The report cites increasing privacy measures as a potential incentive toward a greater share of guaranteed programmatic deals in the near futureWhether you are a publisher marketer or viewer the video marketplace appears to be poised for an abundance of choice FreeWheelamp8217s distillation of its global transactional database makes it easy to observe the rapid changes as they are occurring across distribution channels viewing contexts and targeting approaches For a more indepth analysis of the newly released FreeWheel Video Marketplace Report for the second half of 2022 visit their website hereSource FreeWheel Video Marketplace Report 2H 2022 FAST Channels Redefine DistributionClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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FreeWheel's Video Marketplace Report Highlights Growing Opportunity in Digital Video

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Stacey Lynn Schulman

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FreeWheel's Video Marketplace Report Highlights Growing Opportunity in Digital Video

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Stacey Lynn Schulman

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