2022上半年美国视频营销报告

FREOWHEL ACOMATOPANREPORT TPLACE THERSEOF PROGRAMMATIC 1H2022 TheFreeWheelU.5.VideoMarketplacePenarthighlightsthe changir-gdynamicsofhower.terprisc-classcontentownersand distributorsaremonetizingpremiumdigitalvideocontert FREOWHESL ACOMCASTCOMPANY U.S.VIDEO MARKETPLACEREPORT Iheclatasetusecltorthisreportisoneotthelargestavailableon theusegeandmonetizationotprotessional,rights-msnegeded supportedvideocontentworidwidleandistasedonaggregated advertisingdstacollectedthroug1theFreeWheepletform. 1H2022 Inthisedito1ottheVMli,weexplorevideoadvertisingtrendstor thefirsthaltof20Z2(IH20Z2).Thisreportincludesanyfinding5 thstbuildonstoriestoldintheIsstVMR(2112021)sndwillinclude newinsightsftom112022 #FreeWheelVMR CONTENTS INTRODUCTION 4 KEYTAKEAWAYS 5 ADVIEWSCONTINUETOGROW 6 THEDISTRIBUTIONLANDSCAPE 7 ADVANCEMENTSINAUDIENCETARGETING VIEWERCONSUMPTION 9 THEEVOLUTIONOFPROCRAMMATIC 10 CONCLUSION 12 ABOUTTHEAUTHORS 73 GLOSSARY 14 SOURCES 15 3IFreawheelvMRIM2622]#FreewheclvMR zozzrreenheelallrightsrezerved. TABLEOF NTRODUCTION cvidenccdbythelandsccpa'scxpanslonanosustainedgrowth.Witharcwth comeschalce,andtheaucliencesitsatthecentarofitallwheretheycraveliveand long-formcontent Newplstforrnentrsnts1keEreeAd-SunportedStreamingTVIEASTIproviderssre Hvnilhlμ(alht>s strioreIfsndtubledsnonhtusehuks 'laanback'expariencawithpramiumvideacontantviewedan*thebigsct RenRRrtisRrswanIIorBaEhRHdiRnERwhRTeThay areandarefindingsuccessthroughprogrammaticbuying.Infact.prograrr Boththcbuyandsallsidcsareadoptinoprogrammaticasamcansoftraisactir.gtodelivcroudance: p2922rreewhcelallrightsre2erved KEYTAKEAWAYS Totaladviewsgrewby81%YOY(1H2022vs.1H2021). Long-formvideocontentmakesupthemajorityofad viewsat9o%,with58%ofthatlong-formvicleobeingviewedlive. DistributionviaCTThassurpasseddeliverythrougha traditionalcablelogin,withFASTchannelsaccountingfor50%ofCTTviews,and29%oftotaladviews. Prcgrammariccealshareincreasedto27%ofvidecadviews,andispredictedtoreach50%by2026. Asprogrammaticwasoncethoughtofasthe wild,wildwest,advurtisersstuyawerewith85%ofprogrammaticdealsteingplacecasguaranteed. P2922Freewheel.allrightsreserved. ADVIEWS CHA7T1 ADVIEWGROWTH IHa/21v6.IH2522 CONTINUE*707] TOGROW 1-7672 +81% growthwisBt%as thcgreatcontentavailaialetothem.Digitaladvertisingwhich Iozv%6pobinsisprojcctcdtoir-crcaseanadditianal26%by thccndofz0zz U2%otviewingtekespleceon*thebigsereen'visconnectedIV[CIV] rswatchall C.H.43T7 ADVIEW DCTCOMPOSITION BYDEVICE 11% STRVAT CTV ivironrrientwhocsrbe(srgeedwithrelevart,rnesssging TH7f77 82% bihlnarand Al71%11% CTVMOBIL: onthe"BIGSCRCEN' 7% L=SKIU> 6IFreaWheelvMRIM222|#FreewheclvMRp2922Freewheelallrightsreserved. THEDISTRBUTION LANDSCAPE CHART4 ADVIEWSBYDISTRIBUTIONPLATFORM pblisallhetcislrituligyinIwwhy IH2022 wnrkirigwilthwrlladgμrsiertNwheHucdient:einfoalinniscxinlrlledyp:ls1fsrrixwrctFASTchnrnalswhernnuThenlit:alinnixn'1rquird.T1hcxintrnry,publixhrnHrecfevelopingdirec:1-1c-xinkiitr1nr .PublishersneadIomnakRcontenlavnilablean multiplenlatforrmsspanthes59%41% differentenvirormentsthenumberofhaussholdscarrying4+subscriptionstreamingsarvicashasOTT:MSOAUTHENTICATION* incrcosed218%fram2015.+ CHAH1S13% ADCOMPOSITION BYCTVDEVICE 122233% 29% 10% 7% /MVP 83 STBVOO 7IFrecwheolvMRIIM2vi21$-rceviheclvVR292Freewheel.allrightsreserved. ADVANCEMENTSIN AUDIENCETARGETING Firslputlydsl:bysdvw:tisers.Prutamptatit:isdriving TVisRrnhrRlendinnlctire publish4Tandaudienrr CHART: AUDIENCETARGETING CHART AUDIENCESHAREOF GROWTHYOYTARGETEDCAMPAIGNS 1H7071IH2:77UCHI 27/% 1112021+689 TH2022 T3% eR:cnt4.2022. P2922Freewheel.allrightsreserved. VIEWERCHARTS IIste-lob ADVIEWCONTENTDESKTOP TYPEBYDEVICENOEILE CONSUMPTIONIM2022IcTV wrsr+ilirigdowiownle:hkrg-fnn-pixcondiccxintninFrenlofitebig oppartunityforprograrnmatic:tamanagespikesinTrafficdizrirglivesportsRrd fixadmidrollbraaksHo6ver,videoandemandislavelingtheplayingfieldasViewersprefermorecontralofthairviewingoptions. AsthaIrarddiaitalviewingbar pradictsthattimespantwithIncervs.streamingviewcrshipisontracktoreverse CHARIS LVEONDEMAND by2024vitih2:53hrs/dayspcrtstreamingand2:48hr/daywithIinaar,6TV*VS.DIGITALVIDEO:**AVERAGETIMESPENTINTHEUS 2c20-2024 CHAH17 ADVIEW COMPOSITION BYCONTENTTYPE11989% 1H7077 42% ococ707*7077767% OICITALVIOWD* IxA/4e.IIA(AMy1p2922rreewheelallrightsre2crved. THEEVOLUTION OFPROGRAMMATIC CMAIT1I PROGRAMMATIC ADVIEWYOY2021 GROWTH IH2C21vs.1H2022 1H2022 La +26% Progtarmialit:ndspimntingis ansirglDbsnnt4Fire: fiuknuoujedneIkdinfi]HixHqoHNMyFuwMuH.fisidHH12IwCnqicjSM. xItalugiesftIrisnyadveticura,Stillgrograrnrnatikeibuyngfeonn:halanguxiniTetrinoffull AsptgrHrnrnnlic:eliv C-ADT12 RenTcRpRblTiRsNON-PROGRAMMATICDIRECT VS.PROGRAMMATICYOY witharoxararmpatirally-hpahTdesktopvider>atthahinheststandards(6f%)IM2:21v5.1H2022 CHAH1I TOTALVOLUME OFADVIEWS 1H29221H?07'24%76% ZcocHL27%73% 10I-rceheclVMRIIH2022arrecwhcelMRP2922Freewhel.allrightsreserved. Liket3progtamrmgtitclivuandvODu alitycontrolsforsremiutmvidcoarcimportan:tc bothbuyersandsallers.Crcativcareapprovalsandadvcnccmcntsinfrequcncycappi