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.
From the thought leaders that bring you the quarterly Video Monetization Report (VMR), comes a new track of transformational research: FreeWheel Signature Insights, a new platform for exploring the most widely-debated, needle-moving issues driving the premium video economy. The inaugural installment of this semi-annual study takes a closer look at the growing prominence of over-the-top (OTT) devices and what makes them so promising yet challenging for the industry to monetize at scale. Here’s a preview of just a few of the takeaways from the report.
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?
Viewership across “over-the-top” (OTT) devices—defined as an internet-enabled viewing device for your TV, including Apple TVs, Amazon Fire Sticks, Rokus, gaming consoles, and smart TVs—has been steadily increasing year-over-year. Just two years ago, OTT represented only 8% of digital video ad views. Now it represents 32%, according to the FreeWheel Video Monetization Report: Q1 2017, launching on June 14, 2017. Despite this growth, advertisers and agencies have been cautious about doubling down on OTT investments. In this post, I address the top five challenges surrounding OTT and explain why these don’t need to be major blockers for advertisers looking to reach audiences across premium OTT content. I also highlight the distinctive advantages unique to the OTT market.
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.
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.
A small but prestigious group of leaders in sports broadcasting recently gathered at the Paley Center for Media in New York City to discuss what lies ahead for the industry in a session called Sports Television: Winning the Game of Disruption. Moderated by Sports Illustrated Senior Editor, Richard Deitsch, the discussion panel featured Mark Lazarus, […]