FreeWheel-2017年Q3网络视频广告报告（英文）-2017-40页-2mb

Q3 2017 Premium Video Monetization Report Summary

Core Content and Key Insights

This report outlines the state of the premium video industry in Q3 2017, highlighting the growth and evolution of monetization strategies, content formats, and distribution channels.

Premium Video Growth and Differentiation

• Growth in Ad Views: Premium video ad views grew by 24% year-over-year, driven by increased viewership and monetization on live and full-episode content.
• Content Formats: Full episodes and live streams together accounted for 80% of premium video ad views, with full-episode ad views rising by 29% and live monetization increasing by 26%.
• Ad Completion Rates: Mid-roll ad completion rates reached 98%, indicating strong viewer engagement with premium content.

Distribution and Device Trends

• Device Growth:
  • OTT devices had the largest share of ad views at 29%, with 47% year-over-year growth.
  • STB VOD grew by 54% to capture 20% of premium video ad views, becoming the fastest-growing platform.
  • Smartphones and tablets maintained a stable share, with 23% and 28% of ad views respectively.
• Desktop Decline: Desktop ad views, which had a 35% share in Europe, saw a steady decline in the U.S. over the past few years.

Syndication and Distribution Partnerships

• MVPD Syndication: Syndication through MVPD platforms grew by 67% year-over-year, showing the importance of trusted distribution channels.
• Collaboration: Premium publishers and distributors are increasingly working together to retain viewers within the television ecosystem, leveraging long-form content and dynamic ad insertion.

Monetization Models

• Direct Sales Dominance: Direct-sold deals continue to dominate premium video monetization, though programmatic is gaining traction.
• Programmatic Growth: Programmatic ad views grew by 19% year-over-year, reaching 13% of total monetization in Q3 2017.
• ads.txt Initiative: The ads.txt initiative by the IAB is helping to combat inventory fraud and increase transparency in programmatic transactions.

Advertiser Trends

• Diverse Advertisers: Premium video attracted a diverse portfolio of advertisers, with Consumer Packaged Goods (CPG) leading the way at 21% of ad views.
• Ad Experience Focus: Advertisers are seeking measurable reach and brand-safe environments, pushing publishers to improve their ad experiences.
• Six-Second Ads: The rise of six-second ads is being explored by major publishers like Fox, Discovery, and AMC, aiming to enhance viewer engagement while securing ROI for brands.

Ad Engagement and Load Optimization

• Ad Load Strategy: Publishers are experimenting with both reduced and expanded ad loads to optimize the viewer experience.
• Pre-Roll Ads: Pre-roll ads on clips are more prevalent on mobile and laptop devices, with an average of 3 pre-rolls per 4 clips.
• Ad Repetition: Ad repetition rates on full-episode content improved to 86%, with live content posing more challenges due to unpredictable commercial breaks.

Conclusion

Premium video publishers are adapting to a more competitive landscape by enhancing content availability across devices and distribution platforms, refining ad models, and focusing on brand safety and compliance. The industry continues to grow at a double-digit rate, with OTT and STB VOD leading the way in terms of growth and ad view share. Programmatic advertising is becoming more integral, offering automation and data-driven targeting, while the emphasis on ad engagement and viewer experience remains crucial for long-term sustainability.