Convergence of linear, digital TV continues in Europe | Ad Tech | News | Rapid TV News
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The European Q4 version of the FreeWheel 2018 Video Marketplace Report has like its US version shown that the line between linear and digital TV is increasingly disappearing, as the TV and premium video landscape evolves.

FreewheelEurope 17April2019The survey showed that in Europe confidence in premium video continues to grow, with overall ad views in 2018 ending up 22% higher from 2017. However, it also revealed that video views decreased by 16% over the same period as a result of GDPR implementation and content delivery restrictions by US publishers.

Overall, publishers were found to be continuing to increase monetisation of live inventory, with live ad views more than doubling year-on-year. Sport was a particular driving force for live viewing in Europe, accounting for more than half (55%) of total ad views while connected TV has demonstrated a clear strength with above market growth, accounting for 40% of all ad views – showing an increase of 29% year-on-year.

In an interesting revelation, while viewing trends in premium video were found to mirror those of linear, however, ad views peaked at a later than the ‘primetime’ for traditional TV. As 85% of all ad views in premium video are video-on-demand (VOD), this said FreeWheel suggested that these ad views are incremental to linear TV. With an increase of 17% year-on-year, programmatic grew faster than direct sold, up 13% in the same period as last year.

The FreeWheel Video Marketplace Report concluded that ‘watching TV’ was now more about content than device, and could mean tuning into linear TV, engaging with content on a connected TV or streaming live events via mobile.

“Premium video is solidifying its position in the marketplace and is opening up new opportunities for marketers. It has been an interesting year, following the implementation of GDPR and the effect it has had on publishers,” commented Thomas Bremond, general manager, international, FreeWheel and Comcast Technology Solutions. “Nonetheless, this increased focus on transparency and brand-safety enables advertisers to offer high-quality, premium content that engages the user and improves the viewer experience.”