FreeWheel-2020上半年视频营销报告（英文）-2020.11-21页_3mb

报告摘要

FreeWheel U.S. Video Marketplace Report - H1 2020 Summary

Core Content Overview

This report outlines the significant changes in the U.S. video marketplace during the first half of 2020, driven by the impact of the COVID-19 pandemic. It highlights how both consumers and advertisers adapted to the new normal, with a focus on premium video content and its monetization strategies.

Key Trends and Findings

1. Video Viewing Surges

Consumers spent more time at home, leading to a 17% year-over-year (YOY) increase in premium video views.
Premium video ad views increased by 32% YOY.
Live TV consumption rose even without live sports, as audiences turned to scheduled programming for real-time updates on the pandemic.

2. Device Usage Shifts

Connected TV (CTV) and Set-top Box (STB) accounted for 73% of total ad views in H1 2020.
CTV ad views increased by 42% YOY, driven by vMVPD (virtual MVPD) and direct-to-consumer apps.
Desktop ad views saw a marginal -2% YOY decline.
Mobile ad views increased by 17% YOY, but remained at a 15% share of total ad views, lower than usual.

3. Ad Experience Remains Strong

Ad completion rates were 99% for mid-roll and 86% for pre-roll, indicating strong viewer engagement.
Ad repetition was kept low, with over 75% of content having zero ad repetition.
Live ad views increased the most at 38% YOY, while clip ad views only rose by 3%.

4. New Direct-to-Consumer Offerings

Several major content companies launched or reinvigorated direct-to-consumer (DTC) services, including:
- NBCU with Peacock
- WarnerMedia with HBO Max
- Viacom with Pluto TV
- CBS with All Access
- Apple and Disney with their streaming services (Apple TV+ and Disney+)
- Fox with Tubi
- Comcast with Xumo
These services allowed content companies to build direct relationships with audiences and collect first-party data for more personalized and targeted advertising.

5. Industry Partnerships and Innovations

Despite the pandemic, industry efforts to advance targeting and measurement continued.
Project OAR, a collaboration among multiple companies, began technical trials in June 2020 to develop an open standard for addressable TV advertising.
CBS joined OpenAP, a major advertising platform in the U.S., to enhance audience targeting capabilities.

Main Viewpoints

The pandemic acted as an accelerator for digital video consumption, particularly on the big screen.
Ad performance remained stable despite changes in consumer behavior and content availability.
Digital ad spending increased slightly compared to 2019, although by less than two percent.
Advertisers shifted budgets from canceled linear campaigns to digital channels, especially OTT/CTV.
Premium video maintained a favorable viewer experience with high engagement and low ad repetition.

Key Information

Ad View is counted each time an ad is displayed.
Addressable TV allows for personalized ad delivery.
Content Vertical refers to categories like news, entertainment, sports.
vMVPD (virtual MVPD) are digital-only cable alternatives that offer access to premium video content.
Dynamic Ad Insertion (DAI) enables different ads to be inserted into the same ad break.
Mid-roll ads occur during content playback.
Pre-roll ads are shown before content starts.
Clip ads are under 8 minutes long.
Long-form content is 8 minutes or longer.
Syndication refers to viewing outside of owned and operated platforms.

Conclusion

The pandemic fast-forwarded the adoption of premium video content, reinforcing its value for both audiences and advertisers. With increased home viewing, strong engagement metrics, and new DTC offerings, the U.S. video marketplace showed resilience and growth. As the world moves beyond the pandemic, premium video is expected to continue its growth trajectory, supported by advancements in targeting and measurement.

About the Authors

David Dworin: VP, Advisory Services at FreeWheel, with a focus on helping clients navigate the premium video ecosystem.
James Havelock: Manager in FreeWheel's Advisory practice in London, specializing in rights and content workflows.
Haley Glazer: Senior Consultant in Advisory Services, working on network optimization, reporting, and analytics.
Kate Lehman: Senior Consultant in Advisory Services, focusing on endpoint health analysis, integration, and process optimization.

Glossary

Ad Completion Rate: Percentage of ads completed once started.
Addressable TV: Personalized ad delivery based on audience targeting.
Ad View: Each time an ad is displayed.
Aggregator / Portal: Aggregates and delivers content without being a traditional publisher or MVPD.
Clip: Video content under 8 minutes.
Connected TV (CTV): TV with internet access for streaming.
Content Vertical: Genre of content, e.g., news, entertainment, sports.
Deal ID: Unique identifier for programmatic transactions.
Direct-sold: Deals between publishers and advertisers.
Distributor: Manages platforms for content and ad delivery.
Dynamic Ad Insertion (DAI): Inserting different ads into the same ad break.
Linear: Traditional TV broadcasting.
Long-form: Video content 8 minutes or longer.
Mid-roll: Ads during content playback.
Multichannel Video Programming Distributor (MVPD): Provides pay TV services.
Over-the-top (OTT): Content delivered via internet.
Pre-roll: Ads before content starts.
Premium Video: Professionally produced, rights-managed content.
Programmatic: Automated ad buying and selling.
Publisher: Owner or licensor of content.
Set-top Box Video On Demand (STB VOD): Content available via set-top boxes.
Syndication: Viewing outside of primary platforms.
Video View: Counts after the first frame of content is displayed.
Virtual MVPD (vMVPD): Digital-only alternatives to traditional MVPDs.