As TV and digital video campaigns converge, online is starting to look more like TV. That’s because buyers demand demographic guarantees on multi-platform campaigns.
Led by strong sports streaming, online video saw big increases in content and ad views last year. But publishers need to figure out the optimal ad load or risk alienating viewers.
Ad views, video views, authentication, TVE: It’s all going up, up, up, finds the latest FreeWheel Video Monetization Report, and it shows no signs of stopping.
While advertisers regularly break the audience up by demographic categories, they rarely look at video consumption. But maybe it’s time they did.
Whether the ad is short or long, or the content is live or on-demand, viewers almost always watch the full spot. It’s still important to match the ad type with the content, though.
The latest video monetization report from FreeWheel shows that live video is an ad bonanza, and Apple TV has taken the lead over Roku.
CPG advertisers increasingly look to online video to help build brands, then use other online ad types to generate leads and move shoppers to a purchase.