Line between linear TV and premium digital video disappearing | Media Analysis | Business
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The latest FreeWheel Video Marketplace Report (VMR) has found not only growing convergence between linear TV and premium digital video but also significant industry moves to unify advertising across both sectors.
FReewheel VMR 30March2019
The new VMR, formerly known Video Monetisation Report, found that premium video is evolving and the industry, likewise, is also changing with ad views delivered via connected TVs growing 53% annually at the end of 2018 and live content ad views rising 86%. In addition, two-fifths of all ad views were delivered on a connected TV.

Premium video also saw strong overall growth (27%) for full year 2018, continuing a multi-year trend of high growth while just over half (52%) of advertisers and agencies were already combining the buying of digital video and linear TV today and 91% say they will by 2021. Nearly three-quarters (74%) of advertisers say it is important or very important to have integrated digital video and linear TV data/technology solutions.

In terms of when people watched video, 23% of viewing occurred in the key 8–11 p.m. daypart, and over 75% of viewing occurred outside of the traditional TV primetime. In addition, 18% of desktop ad views came between 12–3 p.m. and the ease of click-through makes this an interesting platform for marketers looking to drive direct response outcomes.

“Viewers watched video content in real-time, wherever they wanted and on whatever device they wanted,” said David Dworin, who heads FreeWheel’s Advisory Services Team and was one of the FreeWheel Video Marketplace Report’s lead authors. “Watching TV can now mean tuning into a programme on linear TV, streaming a favourite series on a connected TV, or following a live event on a smartphone. It’s the content, not the pipes, that viewers see.”