FreeWheel, a Comcast company and advertising management solution, has launched its Q2 2018 Video Monetisation Report (VMR), which shows continued growth in premium video, thanks to major events such as the FIFA World Cup, and the way broadcasters are increasingly collaborating to create a more data-enabled future for TV advertising.
In Europe, despite the arrival of new data regulations with the GDPR, premium content saw an increase of 31 per cent in ad views and 22 per cent in video views during the second quarter of the year, compared with the same period in 2017. In contrast, digital programmatic spending took a big hit immediately post-GDPR, with exchanges reporting anything between a 25 and 40 per cent reduction in demand .
‘Big screen’ viewing on TV sets captured almost a third (30 per cent) of all ad views during the period. This may be partly attributed to the screening of the World Cup over the summer – still the most watched TV event globally – as fans sought the best quality viewing experience to watch the spectacle.
Data from the VMR indicates three key trends across Europe between April and June this year:
Additional findings from the Q2 report included:
Thomas Bremond, General Manager, International, Comcast, commented: “As the convergence of linear and digital capabilities continues, premium video is perfectly placed to own a greater portion of the marketing funnel. Success will depend on the industry enhancing targeting and measurement capabilities, while still providing a brand-safe environment and engaging user experience.”