FreeWheel (a Comcast company) recently released their video ad trends report for Q3–2018.
Ad views vs. video views:
1) Video views — ↑ 18%
2) Ad views — ↑ 26%
3) Ad load — ↑ 7%
Share by format:
1) Full episodes (>5m) — 56%
2) Live — 33%
3) Clips (<5m) — 11%
YoY growth by format:
1) Live — ↑ 56%
2) Full episodes (>5m) — ↑ 27%
3) Clips (<5m) — ↓ 20%
Share by device:
1) OTT — 41%
2) Smartphone — 19%
3) STB VOD — 17%
4) Desktop — 16%
5) Tablet — 7%
YoY growth by device:
1) Smartphone — ↑ 63%
2) OTT — ↑ 45%
3) Tablet — ↑ 12%
4) STB VOD — ↑ 11%
5) Desktop — ↓ 4%
OTT growth: Another recent study from Beachfront Media showed 1,640% YoY growth for OTT ad impressions which has the TV industry rejoicing.
The next big thing: Hulu is opening up its video ad inventory to programmatic through supply-side partner Telaria.
More #1: Big 2018 Just a Sampling of Connected TV’s Potential
More #2: No Need to Future Sell in TV
More #3: Hulu Turns Advertising Into A ‘Strategic Advantage’
