Advanced Television

FreeWheel: Online video ad views up 24% in Q2

September 24, 2019

FreeWheel, a Comcast company and the provider of video advertising software, has announced the launch of its Q2 2019 Video Marketplace Report (VMR), which reveals continued growth in video ad views, stemming from the increase in industry partnerships and propelled by the popularity of large European live sporting events.

Key findings from the report include:

Europe focus:

  • Ad views grew by 24 per cent in Q2 2019 and video views also increased by 25 per cent
  • Women’s World Cup helped to propel live video, with growth of 32 per cent year-over-year and live content remains the fastest growing segment with a correlation between sports event and ad views in Europe
    • FIFA Women’s World Cup has more than 200 broadcasters attend
    • Record breaking viewership in France and Germany
  •  All device formats experienced growth, especially STB VoD and Connected TV with a growth rate of 51 per cent and 32 per cent respectively and accounting for 45 per cent of total ad view market share. Meanwhile, desktop and mobile growth has slowed, at 23 per cent and 28 per cent respectively
  • Full episode content remains the most widely-viewed segment, with 85 per cent of total ad views
  • In Q2 2019, 17 per cent of total ad views were brokered in programmatic private marketplaces compared to 12 per cent the year prior

UK focus:

  •  In the UK, linear TV ads seen by 16-to-34 year-old viewers has fallen by a fifth compared to 2018 and advertisers turning to broadcaster VoD platforms to reach younger audiences

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