The television upfront season generates a great deal of anticipation, as it often foreshadows the performance of the wider premium video industry. This year, the U.S. TV upfront market outperformed expectations, increasing revenues by 6% over last year to reach $19.7Bn. Similar to how several of the new fall shows plan to bring viewers back to familiar territory, with throwback revivals, advertisers have gradually turned back to the TV ecosystem, both linear and digital, amidst concerns around the safety and effectiveness of other digital marketing channels.
When the FreeWheel Council for Premium Video (FWC) surveyed 243 brand and ad agency executives in late 2016, the advertising experience was rated as the most significant challenge facing the video industry today. As anyone who is part of the advertising value chain will tell you, there are many variables and responsible parties involved in ensuring the right ad shows up in the right place at the right time, and in the right way.
Over the past two weeks since returning from the Cannes Lions International Festival of Creativity, I’ve had a chance to reflect on the stellar opportunities afforded by this truly unique global event. After all, Cannes Lions doesn’t just play host to the largest gathering to worldwide advertising professionals but also to 15,000 marketing and media executives— a collective intersection of advertising, entertainment, media, and technology unlike any other. South of France setting aside, is there a better setting for our global teams to bring industry leaders together to strategically drive the industry forward?
As we turned the corner into 2017, one thing became clear: the industry has never been closer to true unification in premium video than it is now. The FreeWheel Video Monetization Report: Q1 2017 highlights how the boundaries between what we consider “traditional TV” and digital video are dissolving, and that at the end of the day, it’s all just video. Live and full-episode TV-quality content grew at double-digit rates across the board and nearly half of all digital video consumption occurs on the big screen. New MVPD subscription models are emerging. Viewers have high expectations around all components of the premium content experience, and publishers and advertisers alike are recognizing that cooperation will be crucial in driving the industry forward. Here are a few trends we observed in this quarter’s report to highlight.
With audience buying and cross-screen TV executions ready to play a much larger role in this year’s TV Upfront market narrative, advancing the advertising experience is a crucial topic for both buyers and sellers of premium video. Today the ad experience in digital video is far from perfect. Whether it is too many or poor […]
In the FreeWheel Video Monetization Report: Q4 2016 (VMR) we observed first-hand the tremendous growth of over-the-top (OTT) devices over the past two years. These connected devices have evolved from just 8% share of premium video ad views two years ago in Q4 2014 to a solid 27% in Q4 2016. The message from consumers to publishers aiming to increase viewership and buyers hoping to reach an engaged audience is clear: video will always have a home on the big screen.
I recently had the opportunity to participate on a panel discussion at the Broadcasting & Cable Advanced Advertising Summit called, “Big Changes From Big Data,” along with big data experts from ABC, 4C Insights, Discovery Communications, and iSpot.tv. In a compelling conversation on a complex topic, one thing remains clear: it’s really not the lack of scale, variety, or richness of data that is holding the industry back, nor is it a result of deficient technology. The heart of the challenge we face is how the premium video economy can align on a shared context around the data and tap into it as an ecosystem. Here’s my current take on the state of big data in the industry.
Long-time readers of our quarterly Video Monetization Report noticed a big change in our recently launched Q1 2016 VMR. Beyond the exciting new analyses based on previously untapped data, we’ve evolved the report to showcase our data in a new way. Here’s a peek inside the report revealing our top seven takeaways from the Q1 2016 Executive Summary Infographic which illustrates how content, viewers and experience reign the shared throne of premium video.
FreeWheel Q1 VMR: A Closer Look at Authentication at the Intersection of Content, Viewers, and Experience
In the Q1 2016 Video Monetization Report (VMR), entitled The Shared Throne of Premium Video we released a first look at user and device level behaviors to better understand the interconnectedness between content, viewers, and experiences. In this blog, we explore the pivotal role authentication plays in that equation.
We are pleased to announce that The FreeWheel Council (FWC) has released its first thought leadership piece, a defining position and white paper titled The Unrivaled Value of Premium Video. Researched and written in partnership with its membership and brand leaders, the white paper highlights that premium video delivers valuable audiences at scale, in a high-quality, safe, and transparent context.