When it comes to video, viewers have more choice than ever in terms of what, where, when, and how they consume content. At the same time, advertisers have a wider array of channels through which they communicate with their intended audience. Premium publishers have responded to the increasingly competitive landscape by improving the value they deliver to both consumers and advertisers. They have made content available on a menagerie of devices, both on-demand and live, and through both traditional and new-to-market distribution partners. For advertisers, they continue to offer a brand-safe environment alongside high-quality, engaging, professionally produced content.
Publishers also continue to refine their ad models by experimenting with ultra-short six-second spots, optimizing ad loads to drive higher engagement, using advanced data sets to make their sales packages more sophisticated, and developing standards through initiatives like OpenAP to streamline audience- buying for brands.
In the FreeWheel Video Monetization Report: Q3 2017 (VMR), we explore the positive outlook for premium video publishers, as they aim to provide differentiated solutions and increasingly work together to rebuff the “pretenders to television’s video advertising crown”:
- Premium video ad views grew 24% year-over-year, driven by increased viewership and monetization on live and full-episode content
- Set-top box video on demand (STB VOD) took the #1 growth spot in Q3 2017, growing by 54% to claim 20% share of premium video ad views
- Programmatic solidified its position in the publisher toolkit, comprising a 13% share of monetization in Q3 2017 and growing at a rate of 19% year-over-year
- Syndication through Multichannel Video Programming Distributor (MVPD) channels increased by 67% year-over-year as publishers increase investment in platforms that offer the greatest transparency and control
- Premium video solidified its value proposition as an engaging destination for both brands and consumers, achieving a mid-roll ad completion rate of 98% in full-episode content
- Though desktop still reigns in Europe with 35% of ad views, increasingly popular over-the-top (OTT) and STB VOD devices are poised for a coup with a combined share of 34%
Premium video continues to grow at a double-digit pace, even in the face of mounting competition. Download the complete FreeWheel VMR: Q3 2017 for our complete analysis.