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1、THE RISE OF PROGRAMMATIC1H 2022The FreeWheel U.S.Video Marketplace Report highlights the changing dynamics of how enterprise-class content owners and distributors are monetizing premium digital video content.The data set used for this report is one of the largest available on the usage and monetizat
2、ion of professional,rights-managed ad supported video content worldwide and is based on aggregated advertising data collected through the FreeWheel platform.In this edition of the VMR,we explore video advertising trends for the first half of 2022(1H 2022).This report includes any findings that build
3、 on stories told in the last VMR(2H 2021)and will include new insights from 1H 2022.#FreeWheelVMR1H 2022TABLE OF CONTENTSINTRODUCTION 4KEY TAKEAWAYS 5AD VIEWS CONTINUE TO GROW 6THE DISTRIBUTION LANDSCAPE 7ADVANCEMENTS IN AUDIENCE TARGETING 8VIEWER CONSUMPTION 9THE EVOLUTION OF PROGRAMMATIC 10CONCLUS
4、ION 12ABOUT THE AUTHORS 13GLOSSARY 14SOURCES 15 2022 FreeWheel.All rights reserved.3|FreeWheel VMR|1H 2022|#FreeWheelVMRINTRODUCTIONDigital video advertising continues to serve as a complement to linear TV as evidenced by the landscapes expansion and sustained growth.With growth comes choice,and the
5、 audience sits at the center of it all where they crave live and long-form content.New platform entrants like Free Ad-Supported Streaming TV(FAST)providers are increasing access to all the premium video content available to those audiences.FAST channel penetration has more than doubled among househo
6、lds year-over-year.1 FAST,along with ad-based video on demand(AVOD),subscription video on demand(SVOD)and transactional video on demand(TVOD)continue to add to the fragmentation and optionality of the marketplace.Still,the audience prefers a“lean back”experience with premium video content viewed on“
7、the big screen.”Regardless of platform or screen,advertisers want to reach audiences where they are and are finding success through programmatic buying.In fact,programmatic contributed 27%YOY of overall ad views.Meantime,ad views grew by 81%YOY.Both the buy and sell sides are adopting programmatic a
8、s a means of transacting to deliver audiences.2022 FreeWheel.All rights reserved.4|FreeWheel VMR|1H 2022|#FreeWheelVMRKEY TAKEAWAYS Total ad views grew by 81%YOY(1H 2022 vs.1H 2021).Long-form video content makes up the majority of ad views at 90%,with 58%of that long-form video being viewed live.Dis
9、tribution via OTT has surpassed delivery through a traditional cable login,with FAST channels accounting for 50%of OTT views,and 29%of total ad views.Programmatic deal share increased to 27%of video ad views,and is predicted to reach 50%by 2026.As programmatic was once thought of as the wild,wild we
10、st,advertisers stay aware with 85%of programmatic deals being placed as guaranteed.2022 FreeWheel.All rights reserved.5|FreeWheel VMR|1H 2022|#FreeWheelVMRAD VIEWS CONTINUE TO GROWAs the premium video ecosystem continues to evolve,ad views continue to grow.YOY ad view growth was 81%as viewers watch
11、all the great content available to them.Digital advertisingwhich surged 49%in 2021is projected to increase an additional 26%by the end of 2022.282%of viewing takes place on“the big screen”via connected TV(CTV)and set-top box VOD.CTV makes up the lions share of viewing along with set-top box VOD.CTV
12、represents an area of importance for advertisers as it reaches an engaged audience in a premium,“lean back”environment who can be targeted with relevant messaging.CTV is proving to be an effective vehicle for delivering KPI goals across the purchase funnel according to the IABs 2022 Video Ad Spend R
13、eport.3 Advertising campaigns that include both linear and digital are best to aggregate total audience and maximize reach.CHART 1AD VIEW GROWTH1H 2021 vs.1H 2022CHART 2AD VIEW COMPOSITION BY DEVICE1H 2022CLICK TO DOWNLOADCLICK TO DOWNLOAD1H 20211H 2022+81%YOY82%on the“BIG SCREEN”71%CTV11%STB VOD11%
14、MOBILE7%DESKTOPSource:FreeWheel U.S.Video Marketplace Report 1H 2022.The Rise of Programmatic.2022 FreeWheel.All rights reserved.6|FreeWheel VMR|1H 2022|#FreeWheelVMRTHE DISTRIBUTION LANDSCAPEThe video ecosystem has evolved,forcing publishers to adapt their distribution strategy in two ways:working
15、with walled gardens where audience information is controlled by platforms and FAST channels where authentication isnt required.To the contrary,publishers are developing direct-to-consumer(DTC)apps to keep control of audience information.Publishers need to make content available on multiple platforms
16、 to maximize viewer reach and create audience solutions that can span these different environments,as the number of households carrying 4+subscription streaming services has increased 218%from 2019.4CHART 4AD VIEWS BY DISTRIBUTION PLATFORM1H 2022CLICK TO DOWNLOADCLICK TO DOWNLOAD59%OTT*29%FAST33%TVE
17、8%STB VOD10%OTHERSVOD7%vMVPD*13%DTC41%MSO AUTHENTICATION*Streaming content accessed without a cable TV subscription.*Requires a cable/satellite login to access content.*vMVPD contains some traditional MVPD programming viewed over-the-top.Source:FreeWheel U.S.Video Marketplace Report 1H 2022.The Rise
18、 of Programmatic.CHART 3AD COMPOSITION BY CTV DEVICE1H 202240%ROKU19%FIRE TV12%SMARTTVS6%CHROMECAST3%GAMINGCONSOLES20%OTHERSSource:FreeWheel U.S.Video Marketplace Report 1H 2022.The Rise of Programmatic.Click here for more information on FAST channel growth.2022 FreeWheel.All rights reserved.7|FreeW
19、heel VMR|1H 2022|#FreeWheelVMRADVANCEMENTS IN AUDIENCE TARGETINGFirst party data has opened the door for more deterministic targeting by advertisers.Programmatic is driving advances in targeting technology and as cookies are phased out,new solutions will be created.5 Privacy will need to be a large
20、component of these new solutions as audience targeting continues to increase YOY.Just as traditional TV is embracing marketers desire to reach more relevant audiences,programmatic will take the lead in matching publishers content and audiences with marketers brand messaging.Source:FreeWheel U.S.Vide
21、o Marketplace Report 1H 2022.The Rise of Programmatic.Source:FreeWheel U.S.Video Marketplace Report 1H 2022.The Rise of Programmatic.CHART 6AUDIENCE SHARE OF TARGETED CAMPAIGNS1H 2022CHART 5AUDIENCE TARGETING GROWTH YOY1H 2021 vs.1H 2022CLICK TO DOWNLOADCLICK TO DOWNLOAD27%DEMO73%BEHAVIORAL1H 20211H
22、 2022+68%YOY 2022 FreeWheel.All rights reserved.8|FreeWheel VMR|1H 2022|#FreeWheelVMRVIEWER CONSUMPTIONAs viewers are presented with varying lengths of content,internal research shows viewers are sitting down to watch long-form episodic content in front of the“big screen.”Live viewing makes up the m
23、ajority of total viewing which opens up an opportunity for programmatic to manage spikes in traffic during live sports and fixed midroll breaks.However,video on demand is leveling the playing field as viewers prefer more control of their viewing options.As the line between linear and digital viewing
24、 becomes more blurred,eMarketer predicts that time spent with linear vs.streaming viewership is on track to reverse by 2024 with 2:53 hrs/day spent streaming and 2:48 hr/day with linear.6Source:FreeWheel U.S.Video Marketplace Report 1H 2022.The Rise of Programmatic.Source:eMarketer,TV vs.Digital:Ave
25、rage time spent US 2020-2024,April 2022.Note:Ages 18+;time spent with each medium includes all time spent with that medium,regardless of multitasking;*includes live,DVR,and other prerecorded video(such as video downloaded from the internet but saved locally);*includes viewing via desktop/laptop comp
26、uters,mobile(smartphones and tablets),and other connected devices(game consoles,connected TVs,and OTT devices).Source:FreeWheel U.S.Video Marketplace Report 1H 2022.The Rise of Programmatic.CHART 7AD VIEW COMPOSITION BY CONTENT TYPE1H 2022CHART 8AD VIEW CONTENT TYPE BY DEVICE1H 2022CLICK TO DOWNLOAD
27、CLICK TO DOWNLOAD11%SHORT-FORM58%LIVE42%VOD89%LONG-FORM4%CTVMOBILEDESKTOPSTB/VODLIVEON DEMAND11%15%62%12%85%11%CHART 9TV*VS.DIGITAL VIDEO:*AVERAGE TIME SPENT IN THE US:162:333:072:412:562:482:482:533:332:2420224TV*DIGITAL VIDEO*hrs:mins per day among population 2022 FreeWhee
28、l.All rights reserved.9|FreeWheel VMR|1H 2022|#FreeWheelVMRTHE EVOLUTION OF PROGRAMMATICProgrammatic ad spending is increasing to become a larger part of total ad views and a preferred way for buyers to transact.Programmatic spend has also become a larger part of upfront buying strategies for many a
29、dvertisers.Still,programmatic buying faces challenges in terms of full transparency as the industry lacks cross-device measurement capabilities.As programmatic delivery grows,so do questions around supply quality.Digital bot fraud is in decline with programmatically-bought desktop video at the highe
30、st standards(60%).7Source:FreeWheel U.S.Video Marketplace Report 1H 2022.The Rise of Programmatic.Source:FreeWheel U.S.Video Marketplace Report 1H 2022.The Rise of Programmatic.CHART 10TOTAL VOLUME OF AD VIEWS1H 2022CHART 11PROGRAMMATIC AD VIEW YOY GROWTH1H 2021 vs.1H 202227%PROGRAMMATIC73%NON-PROGR
31、AMMATICDIRECT1H 20211H 2022+26%YOYNON-PROGRAMMATIC DIRECTPROGRAMMATIC1H 202227%73%1H 202176%24%CLICK TO DOWNLOADCLICK TO DOWNLOADCHART 12NON-PROGRAMMATIC DIRECT VS.PROGRAMMATIC YOY1H 2021 vs.1H 2022CLICK TO DOWNLOAD 2022 FreeWheel.All rights reserved.10|FreeWheel VMR|1H 2022|#FreeWheelVMRLike genera
32、l ad views,programmatic delivery shows a similar split between live and VOD delivery.85%of programmatic deals are guaranteed,thus showing the quality controls for premium video are important to both buyers and sellers.Creative pre-approvals and advancements in frequency capping across orders encoura
33、ge sellers to release more inventory to programmatic channels without diminishing ad quality and viewer experience.Programmatic also serves as a great mechanism to fill any unexpected supply created by spikes in live viewing.75%of programmatic views happen on CTV where device IDs are less establishe
34、d and server-side player integrations are the norm.This type of environment raises concerns around invalid traffic but FreeWheel,who partners with HUMAN Security to monitor supply quality,reports less than 1%pre-decisioning invalid traffic(IVT)filtration.Source:FreeWheel U.S.Video Marketplace Report
35、 1H 2022.The Rise of Programmatic.CHART 13PROGRAMMATIC LIVE VS.VOD1H 2022CLICK TO DOWNLOAD59%LIVE41%VODCHART 14PROGRAMMATIC BY DEAL TYPE1H 2022CLICK TO DOWNLOAD85%GUARANTEED15%NON-GUARANTEEDCHART 15PROGRAMMATIC VIEWS BY DEVICE1H 2022CLICK TO DOWNLOAD75%CTV6%DESKTOP8%STB VOD11%MOBILE 2022 FreeWheel.A
36、ll rights reserved.11|FreeWheel VMR|1H 2022|#FreeWheelVMRCONCLUSIONProgrammatic offers publishers and resellers the environment to maximize yield and advertisers the opportunity to get their message in front of the right audiences.FreeWheel predicts that programmatic transactions will account for at
37、 least 50%of digital transactions by 2026 as buy-side budgets for programmatic are increasing.Contributing to this increase will be the growth of programmatic deals made in upfront negotiations next Spring.As sellers test new distribution models and viewers continue to engage with live content,progr
38、ammatic becomes a desirable way to insert more ads to dynamic environments.The balance between buyer flexibility and seller control will be key to growth of programmatic on premium digital video.2022 FreeWheel.All rights reserved.12|FreeWheel VMR|1H 2022|#FreeWheelVMRABOUT THE AUTHORSTERRI RYANLead
39、Consultant on the Advisory Services team serving as the lead author of thought leadership pieces,working with clients to deliver network optimization,inventory monetization and provide reporting and analytics insights.Terri joined FreeWheel from Effectv where she worked in Measurement&Insights for m
40、arket retail clients.SABRINA ALIMILeads FreeWheels Advisory Services team,where she helps clients navigate the ever-evolving premium video ecosystem.Sabrinas career is at the forefront of new advertising technology shaping the future of TV at FreeWheel and driving industry best practices at the Inte
41、ractive Advertising Bureau and supporting innovative buy side tech at Microsoft.HIFZA RAHIMSenior Consultant on the Advisory Services team,working with media clients to deliver network optimization,inventory monetization and provide reporting and analytics insights.Prior to FreeWheel,she worked in t
42、he Telco industry and completed her Masters Degree in Computer Science.BETHANY CORREAConsultant on the Advisory Services team,working with media companies across the industry to integrate complex systems,develop robust data and insight applications,and maximize monetization.She previously supported
43、FreeWheel in a deeply technical role and holds dual degrees in life sciences.2022 FreeWheel.All rights reserved.13|FreeWheel VMR|1H 2022|#FreeWheelVMRGLOSSARYAd View Occurs each time an ad is displayedAVOD(Ad-based Video On Demand)A streaming video service that offers viewers access to a free catalo
44、gue of on-demand content and contains advertisementsBackfill Filling of unsold inventoryCTV(Connected TV)A television set that is connected to the Internet via OTT devices,Blu-ray players,streaming box or stick,and gaming consoles,or has built-in internet capabilities(i.e.,a Smart TV)and can access
45、a variety of long-form and short-form web-based contentDeal A programmatic transaction between advertisers and publishersDTC(Direct-to-Consumer)Subscription based service offered directly from Content Owners to watch owned content without a distributor subscriptionFAST(Free Ad-Supported Streaming TV
46、)Ad-supported live streaming without a subscription(ex.Xumo,Tubi,Pluto)First Look Provides programmatic demand partner with prioritized access to inventory before any other types of deals in your network,regardless of eCPM or other variablesGuaranteed Deals A transaction priority that ensures availa
47、ble supplyLong-form Video content 10 minutes or longerMobile Content viewed on mobile devices and appsMSO Multiple System Operator(ex.Xfinity,Charter,DISH)Non-Programmatic Direct Direct sold inventory that is not programmatic(ex.insertion order-based sales)OTT(Over-the-Top)Content distributed to vie
48、wers over the InternetProgrammatic The use of automation software or managed services to execute an advertising dealPublisher Owner or licensor of content(content rights owner)Short-form(Clips)Video content less than 10 minutesSTB VOD(Set-top Box Video On Demand)Accompanies a cable/broadcast/satelli
49、te setup;contains a cable input and outputs to a TVSVOD(Subscription Video On Demand)Video content is provided for unlimited viewing for a monthly feeTVE(TV Everywhere)Services that accompany a cable/satellite subscription,allowing the customer to watch the channels in their package anywhere,both in
50、side and outside the home,without a set-top boxTVOD(Transactional Video On Demand)Content bought or rented on a one-time basisvMVPD(Virtual Multichannel Video Program Distributor)Streaming services that deliver live and on-demand content over the Internet in a linear fashion without an MSO subscript
51、ionWalled Garden A closed ecosystem in which all operations are controlled from within the network(ex.Facebook,Instagram)2022 FreeWheel.All rights reserved.14|FreeWheel VMR|1H 2022|#FreeWheelVMRSOURCES1 Comcast Advertising Report,20222,3 IAB,2021 Video Ad Spend&2022 Outlook,May 20224 Nielsen,State o
52、f Play,“Number of Paid Streaming Services Among US Paid Video Subscribers,2019&2022”4.6.225 WARC,Best Practice,“What we know about targeting vs reach,”June 20226 eMarketer,TV vs.Digital Video Average Time Spent in the U.S.2020-2024,April 20227 WARC,Best Practice,“Digital bot fraud is in decline but
53、remains a worry for advertisers,”September 2021 2022 FreeWheel.All rights reserved.15|FreeWheel VMR|1H 2022|#FreeWheelVMRThe FreeWheel U.S.Video Marketplace Report highlights the changing dynamics of how enterprise-class content owners and distributors are monetizing premium digital video content.Th
54、e data set used for this report is one of the largest available on the usage and monetization of professional,rights-managed ad supported video content worldwide and is based on aggregated advertising data collected through the FreeWheel platform.More Information Sabrina Alimi Executive Director,Advisory Services 1H 2022