of FreeWheel Video Marketplace Report (VMR) – based on aggregated data from European advertising technology platform FreeWheel – highlights the changing dynamics of how enterprise-class content owners and distributors monetize premium digital video content. FreeWheel’s coverage and capabilities in Europe and the United States make this dataset one of the largest available for consuming and monetizing professional, rights-managed, ad-supported video content across the two regions. The company says.
This latest version VMR We examine video advertising trends for the second half of 2023 in selected European countries and the United States, providing additional insight into the unique value proposition of live, ad-supported environments.
Maintaining strong growth even as the global advertising market softens, ad views across digital premium video in these two regions grew a combined 8% in the second half of 2023, with Europe (17%) and 6% in the US. Year-over-year analysis shows that with the proliferation of flexible digital platforms, viewership of his CTV ads increased significantly in the second half of 2023 in both regions, particularly among European viewers. In the U.S., there was a 24% increase compared to the same period in 2022. That’s a healthy 10 percent increase.
There are also important regional differences in the rapidly expanding opportunity presented by increased ad views across live premium video. The majority of general ad viewing (82%) occurs on large screens for US viewers, and his 84% of US live ad viewing is on his CTV. Conversely, Europe is evenly split between large screens (53 percent) and small screens (47 percent), highlighting opportunities for real-time engagement across multiple screens.
The fluid engagement of live viewers across different devices presents a key opportunity for brands and publishers to create synergies beyond the main screen. This trend will become even more pronounced in Europe this year, with the increase in FAST channels and live content offerings, and the approaching Olympics.
Regional differences in live ad viewing are also driven by advances in programmatic trading and the use of FAST channels, with 38% of live ad viewing in the US transacted programmatically and FAST channels accounting for 25% of distribution. while the FAST channel accounts for 22%. In Europe, the rate was 7.5%. Overall, Europe saw a 50% year-over-year increase in programmatic ad views.
