Digital TV/Video Advertising Views Up 17% 09/29/2017 – MediaPost

  • by Wayne Friedman
    ,

    Yesterday

Digital premium TV/video advertising views are rising, with strong double-digit increases in the second quarter.

Video advertising management company Freewheel says views rose by 17%,
mostly due to strong growth from full-TV episodes and live streaming.

Sixty-one percent of premium ad views came from full TV episodes — up 17% versus the year before. Live TV-digital premium
ad views were at 21% — 40% higher — coming mostly from sports, which contributed 73% of those live ad views. TV-video clips commanded 18% of all ad views, down 2% from last year.

Over-the-top (OTT) set-top devices had 29% of all premium video ads — up 34% year-over-year. Desktop computer premium ad views were next at a 27% share, but were down 15%. Set-top box
video-on-demand followed at 20% — rising 34% from a year ago.

Like desktop, smartphone premium video ad share declined, to a 16% share — down 14%. Tablet premium video ad views remained the
same at a 8%.

Nearly 90% of the total ad views came through traditional direct TV sales, while 11% came through programmatic transactions. Viewers completed 97% of mid-roll ads in
full-episode content and 92% in live streams.

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