FreeWheel, a Comcast company and advertising management solution, has published its Q4 2018 Video Marketplace Report (previously the Video Monetisation Report), which shows the line between linear and digital TV is increasingly disappearing, as the TV and premium video landscape evolves.
In Europe, confidence in premium video continues to grow, with overall ad views in 2018 ending up 22 per cent higher from 2017. However, video views decreased by 16 per cent over the same period as a result of GDPR implementation and content delivery restrictions by US publishers.
Data from the new VMR – revamped to increase its focus on consumer and buy-side trends – revealed a number of key themes across Europe:
Thomas Bremond, General Manager, International, FreeWheel and Comcast Technology Solutions, commented: “Premium video is solidifying its position in the marketplace and is opening up new opportunities for marketers. It has been an interesting year, following the implementation of GDPR and the effect it has had on publishers. Nonetheless, this increased focus on transparency and brand-safety enables advertisers to offer high-quality, premium content that engages the user and improves the viewer experience.”
Other findings from the report included:
The report concluded that ‘watching TV’ was now more about content than device, and could mean tuning into linear TV, engaging with content on a connected TV or streaming live events via mobile.