FreeWheel-2018年第三季度视频报告（英文）-2018.12-23页_2mb

报告摘要

FreeWheel Video Monetization Report - Q3 2018 Summary

Core Content

This report provides an in-depth analysis of the growth and trends in premium video monetization across the U.S. and Europe in Q3 2018. It highlights the key shifts in ad view composition, device usage, and monetization strategies for content owners and distributors.

Main Points

U.S. Market Trends

Ad View Growth:
- MVPD IP-enabled platform ad views grew 87% YoY, contributing significantly to the overall 26% YoY growth in the U.S. market.
- Syndicated ad views accounted for 40% of all ad views and grew 31% YoY, outperforming owned and operated (O&O) platforms.
- Live content was the dominant format, comprising 59% of total ad views, compared to 33% across all platforms.
- The combined ad view share of OTT and smartphone devices reached 60%, showing strong growth with OTT up 45% YoY and smartphone up 63% YoY.
- Ad completion rates and repeat frequencies were analyzed, with live content showing higher engagement and clip content experiencing a 20% decline in ad views due to inventory owners limiting ad placements on short-form content.
Monetization Mix:
- 84% of ad views were direct-sold, up 13% YoY, while 16% were programmatic, up 43% YoY.
- The MVPD (IP Platforms) had the highest ad view share at 25%, with 87% YoY growth, while MVPD (STB Platforms) grew 11% YoY.
- Portals contributed 34% of ad views with 38% YoY growth.
Device Trends:
- Desktop ad views declined 4% YoY, while OTT and smartphone continued to grow.
- The big screen (OTT and STB combined) grew to 34% of total ad views, becoming the top medium for large-scale audience engagement.

European Market Trends

Ad View Growth:
- Europe saw 19% YoY growth in ad views and 11% YoY growth in video views, despite U.S. publishers limiting their distribution efforts in the region due to GDPR compliance concerns.
- European publishers and operators invested heavily in becoming GDPR-compliant, which supported market growth.
Content Format Breakdown:
- Live content accounted for 39% of ad views in Europe, up 44% YoY, driven by the FIFA World Cup.
- Full-episode content grew 17% YoY, maintaining its dominance, while clip ad views increased 5% YoY, showing their continued importance in monetization strategies.
Device Usage:
- OTT and smartphones saw significant growth, contributing to the fragmented European market.
- Desktop share declined, while smartphones and OTT increased, indicating a shift in viewing habits.

Key Insights

MVPD Dominance: Traditional MVPDs maintained a larger share of ad views in the U.S. compared to virtual MVPDs, but the latter showed rapid growth.
Device Shift: The U.S. and Europe are witnessing a shift towards smartphones and OTT devices as the primary platforms for premium video ad views.
GDPR Impact: While GDPR has affected U.S. publishers’ distribution in Europe, European publishers are adapting and growing despite these challenges.
Monetization Strategy: Direct-sold ads still dominate, but programmatic ad growth is accelerating, showing the increasing role of automation in video monetization.

Conclusion

Q3 2018 marked a pivotal quarter for premium video monetization, with significant growth in ad views across both the U.S. and Europe. The rise of IP-enabled platforms, OTT devices, and smartphones is reshaping the advertising landscape, while compliance with regulations like GDPR is influencing distribution strategies. The report underscores the importance of adapting to new technologies and market dynamics to sustain growth in the premium video sector.

Glossary Highlights

Ad View: An impression after the first frame of an ad is displayed.
Direct-Sold: Advertising deals made directly between a publisher and an advertiser.
Programmatic: Use of automation software to execute advertising deals.
Syndicated: Viewing outside of a publisher's owned and operated properties.
OTT: Viewing content over the internet, typically via streaming devices.
MVPD: Multichannel video programming distributor providing pay TV services.
GDPR: General Data Protection Regulation impacting ad distribution and data handling in Europe.