FreeWheel’s Council for Premium Video has published a new report, “The Evolution of Streaming,” which outlines streaming’s rise over the past decade and describes four attributes that need to be addressed to fully unlock video advertising’s potential. These include Scale and Unification, Audience Targeting, Quality, Viewability and Fraud, and Audience Measurement.
FreeWheel has released its U.S. Video Marketplace Report (VMR) for first half 2020, adding to the evidence that Americans staying at home due to Covid-19 are gravitating toward the big screen. Specifically, FreeWheel found that 73% of total ad views occurred on set-top box VOD and connected TVs. FreeWheel views Covid-19 “not as an agent of change, but rather an accelerant for audiences and advertisers.”
CTV share was 50% (up 42% year over year) with STB’s share 23% (up 13% YOY). Mobile had a 15% share of ad views (up 17% YOY) and desktop had 11% (down 2% YOY). FreeWheel said CTV usage was driven by higher consumption of premium video from virtual pay-TV operators (e.g. YouTube TV, Hulu Live, etc.) and direct-to-consumer apps.
To help media companies gain additional perspective and become more sophisticated in how they manage video ad revenues and user experiences, FreeWheel has published a new “Tracking Metrics” report. It lays out 4 different ways media companies can measure their OTT video businesses to improve monetization and user experiences. The four metrics focus on Revenue (fill rate), Viewer Experience (repeating ads and audience targeting) and delivering value to advertisers (ad consumption).
A joint solution announced by two Comcast companies, FreeWheel and Comcast Technology Solutions, will enable programmatic advertising for set-top box video-on-demand (VOD) inventory. TV networks, content providers and pay-TV operators will be able to use the solution, which taps FreeWheel’s ad targeting and decisioning along with CTS’s Ad Store for real-time creative distribution.
The companies said in a release that “creative conditioning of advertisers’ video creative requires special considerations in the STB VOD advertising environment” have hindered programmatic approaches that are common in connected TV and OTT. Richard Nunn, VP/GM of Advertiser Solutions at CTS said “until today, it has not been possible to effectively monetize this content in the same programmatic fashion as other video inventory.”
A new survey from FreeWheel has found that 80% of Americans say they’re spending more time watching TV and streaming video during the pandemic. The results are the latest to find that screen time is up as viewers shelter-at-home. In the survey, 49% of respondents cited News as what they’re watching more of, followed closely by Comedies (48%) and Dramas (41%). Sports was last with 7%, not surprising given the absence of live sports.
FreeWheel also probed viewers’ attitudes toward advertising during the pandemic and found an overwhelming 9 out of 10 said advertising is still appropriate. However, half of these respondents said only certain types of ads are appropriate. Almost 60% said advertisers should incorporate specific virus messaging into their ads, but the caveat is that it must be done tastefully.
I’m pleased to present the 484th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.
On this week’s podcast we discuss newly released industry data from FreeWheel’s Q2 ’19 Video Marketplace Report, Roku’s Cord-Cutting 2019 study and Manatt-Vorhaus Advisors Digital Strategy study.
Each contains insights about the video industry and fast-changing viewer behaviors. In particular, we focus on the dominance of connected TVs in video ad views, new trends in cord-cutting and the rising usage of smartphones among younger audiences.
Listen in to learn more!
Click here to listen to the podcast (21 minutes, 36 seconds)
Connected TVs continued their impressive growth in premium video, according to FreeWheel’s Q2 ’19 Video Marketplace Report, which found that 55% of total video ad views in the U.S. now happen on CTVs. That’s more than the combined share of video ad views on other devices: mobile (17%), set-top box video (14%) and Desktop (14%).
Connected TVs’ growth rate also vastly exceeded those of other devices. CTV video ad views grew by 48% year-over-year, while mobile and STB video each grew 3% and desktop was down 2%. CTVs have taken a central place in TV consumption, with full episodes accounting for 50% of views and live accounting for 47% of views. Even as CTV share had dramatically increased, ad completion rates have remained strong. FreeWheel found an 88% and 98% completion rate on pre-rolls and mid-rolls in full-episodes, respectively and an 87% and 97% completion rate on pre-rolls and mid-rolls in live.
I’m pleased to present the 461st edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.
On this week’s podcast we first discuss highlights of FreeWheel’s Q4 2018 Video Marketplace Report. Once again FreeWheel’s data reveals important shift from linear TV to OTT consumption. Then we discuss a number of moves that Viacom is making into OTT, highlighted by its acquisition of Pluto TV. As Colin wrote, in many ways Viacom is on the front line of viewers’ shifts due to its traditional focus on younger audiences.
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Click here to listen to the podcast (22 minutes, 14 seconds)
I’m pleased to present the 437th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.
Yesterday’s Q2 Video Monetization Report from FreeWheel put an exclamation mark on just how significantly connected TVs are changing the TV and online video landscape. In Q2 ’18 CTVs accounted for 41% of premium video views, up from just 1.2% in Q2 ’13. In that time, desktop views have dropped from over 81% share, to just 17%.
In today’s podcast we discuss the rise of CTVs and in particular their impact on advertising. We also touch on other interesting data points from FreeWheel’s Q2 VMR.
We then switch gears as Colin reports on highlights of his time at the IBC show in Amsterdam. Tops on his list was the outsized presence of Google and Android TV at the show and its potential impact.
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Click here to listen to the podcast (22 minutes, 28 seconds)
Connected TV devices and set-top box VOD now account for 57% of all premium video views in the U.S. according to FreeWheel’s Q2 Video Monetization Report (VMR) released today. It is the first time CTV and STB VOD have driven more than half of premium video views, and is up from 49% in Q2 ’17.
However, the big reason for the jump is due to CTV, which jumped from 29% of all premium video views in Q2 ’17 to 41% in Q2 ’18. STB VOD actually declined over the same period from 20% to 16%. I’ve believed for a long time that CTV viewing of SVOD and other ad-supported on-demand OTT programming would eventually chip away at traditional STB-delivered VOD. The Q2 results appear to show this now occurring.
Connected TVs and set-top box delivered VOD together accounted for 49% of premium video ad views in Q3 ’17, according to FreeWheel’s newest Video Monetization Report. The combined share is roughly stable over past year. However, STB VOD grew 54% year-over-year (with its share now up to 20%), while connected TV gained 47% YOY (with its share now 29%).
Connected TVs and set-top box delivered VOD now account for 49% of ad views on premium video, according to FreeWheel’s Video Monetization Report for Q2 ’17. That’s a small bump from the combined 48% they accounted for in Q1 ’17, but a huge increase from the combined 1% back in Q2 ’13.
In Q2 ’17, connected TVs drove 29% of ad views, up from 23% in Q2 ’16 while STBs drove 20% of ad views up from 17% a year earlier. Coincidentally, Roku, which has the largest share of the connected TV market and priced its initial public yesterday, has said that advertising and other “platform revenues” will be critical to its growth going forward.
According to the FreeWheel Video Monetization Report: Q1 2017, 16% of all ad views took place on short-form video clips. However, in Q1 2017, 58% of all video starts were clips (less than 5 mins) and while less time is spent and fewer ads are served compared to long-form and live content, the monetization strategy and user experience of short-form content, given its sheer volume, is of great importance to premium video providers.
The FreeWheel Council for Premium Video set out to study the impact on the viewer across different ad experiences when watching short-form video. Partnering with RealEyes, a leading emotion measurement platform, we exposed 2964 adults aged 18-49 to a set of nine different scenarios of premium video content and ads, to measure the different levels of engagement and emotional reactions through facial recognition technology, as well as surveying them on their overall experience.
The results of this unique study were really interesting:
FreeWheel has released a new report titled “The Power of OTT: Audiences and Engagement,” which highlights data on OTT devices’ (which I’ve typically called connected TVs) soaring popularity, but also acknowledges ongoing challenges. The report is part of new semi-annual research series from FreeWheel called Signature Insights, which incorporates research from its own Video Monetization Report (VMR), as well as 3rd party sources such as Nielsen, eMarketer, Hulu and Millward Brown.
Although more video is being produced than ever, for advertisers, premium video remains the most sought-after. At last week’s 7th annual VideoNuze Online Video Ad Summit, our opening panel “Exploring Premium Video’s Winning Formula,” dug into why premium video is so valuable and how it can maintain its desirability.
The session included Maureen Bosetti (Chief Partnerships Officer, Initiative), Pooja Midha (SVP, Digital Ad Sales & Operations, Disney ABC Television Group) and Scott Rosenberg (SVP/GM, Advertising, Roku), with James Rooke (GM, Publisher Platform, FreeWheel) moderating.
(Note, I’ll be posting all of the VideoNuze Ad Summit videos over the next couple of weeks)
Watch the video (37 minutes, 44 seconds).
I’m pleased to present the 375th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week we’re excited to have Mike Lawlor, FreeWheel’s SVP of Client Services, join us to dig into the company’s Q1 ’17 Video Monetization Report, which it released on Wednesday at the VideoNuze Ad Summit.
First up, we talk about the meteoric growth in OTT devices, which when coupled with set-top box video, means nearly half of all ad views in premium video now occur on TVs. FreeWheel calls this the “new living room” and Mike describes the drivers of this growth and what it means for programmers and advertisers.
Overall, it was the 25th straight quarter of double digit percentage growth for online video, and we discuss whether this amazing streak will continue. We cover a lot of other ground, including what types of programming viewers are watching, what role programmatic is playing for premium video, the importance of improving the viewers’ ad experiences and much more.
FreeWheel’s VMR continues to be an incredibly valuable piece of research, helping industry analysts and executives better understand how disruption is playing out. The VMR is available as a complimentary download.
Listen in to learn more!
Click here to listen to the podcast (25 minutes, 37 seconds)
Connected TVs now account for more ad views in premium video content in the U.S. than any other type of device, according to FreeWheel’s Video Monetization Report for Q1 ’17, which was released at VideoNuze’s 7th annual Online Video Ad Summit in NYC Wednesday morning. Connected TVs, or “OTT devices” as FreeWheel calls them, claimed 32% of ad views in Q1, up 16x from their 2% share just 4 years ago.
In addition, set-top box VOD accounted for another 16% of ad views. Combined with connected TVs’ 32% share, nearly half, or 48% of premium ad views in the U.S. are now occurring in what FreeWheel calls the “new living room.”
I’m excited to share that FreeWheel will release its Q1 ’17 Video Monetization Report (VMR) at the 7th annual VideoNuze Online Video Advertising Summit on Wednesday, June 14th in NYC.
FreeWheel’s GM, Publisher Platform, James Rooke will kick off the morning by presenting key data from the new VMR. He will then moderate a session “Exploring Premium Video’s Winning Formula,” including Maureen Bosetti (Chief Partnerships Officer, Initiative), Pooja Midha (SVP, Digital Ad Sales & Operations, Disney ABC Television Group) and Scott Rosenberg (SVP/GM, Advertising Roku).
FreeWheel’s VMR has become the gold standard for understanding how ad-supported premium video is consumed across connected and mobile devices. The VMR includes critical data on ad growth by duration, by type of content provider and by ad breaks. The VMR also provides insights into the adoption of programmatic video buying as well as international and TV Everywhere adoption.
All Ad Summit attendees will receive a hard copy of the Q1 ’17 VMR as well. FreeWheel is the Title partner for this year’s Ad Summit.
The Ad Summit program now includes over 40 industry executives are confirmed to speak on 13 different sessions. Highlights of the program include keynote discussions with Troy Young, Global President of Hearst Digital Media and Brian Lesser, CEO of GroupM North America plus a Spotlight Fireside Chat with Jonathan Carson, President of Mic, fast-growing millennial-focused publisher.
Other industry executives from Bloomberg Media, Bonnier, Dentsu Aegis Network U.S., Disney ABC Television, Edelman, ESPN, Hill Holliday, Hulu, IAB, Initiative, MDC Media Partners, NBCU, Publicis Media, Roku, Trusted Media Brands, Turner Broadcasting, The Washington Post, Pfizer, Reuters, USA Today Network, VEVO, Viacom and others.
Don’t miss out - learn more and register now!
FreeWheel has released its 2016 year-end Video Monetization Report, revealing, among things, that ad views in live streams grew 36% in 2016, powered by marquee sports events and the U.S. presidential election that were streamed to connected devices. FreeWheel cited the Summer Olympics, Super Bowl 50, Game 7 of the World Series, and the first presidential debate in particular as major contributors.
More broadly, live video helped drive the 24th consecutive quarterly increase in both content views (up 20%) and ad views (up 17%) in Q4 ’16. For the full year 2016, content views increased 26% and ad views increased 24%.
I'm pleased to present the 341st edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
Over the past few years, online video viewing has become a completely mainstream activity. There are no better indicators of this shift than viewers’ adoption of mobile and connected TV devices for watching increasingly long-form entertainment programming. Yesterday’s FreeWheel VMR for Q2 ’16 revealed key data around these trends, which Colin and I dig into today.
Critical for mobile video viewing (which we explored in depth on last week’s podcast) to expand further is improving viewing experiences. This is being addressed in lots of ways, and I continue to believe that downloading, for offline viewing, is one of the main solutions. Colin and I also discuss the value of downloading, in the context of YouTube Go, a new offline viewing app launched earlier this week.
Listen in to learn more!
Click here to listen to the podcast (23 minutes, 56 seconds)