FreeWheel, A Comcast Company, studied how advertisers, publishers and distributors are utilising ad-supported premium video in Q2 20219.
This piece says audience targeted ad views in the US grew by 82% largely fuelled by behavioural targeting. While globally audience targeted ad views grew 31% with behavioural targeting contributing 60% to this growth.
Viewers globally continue to consume premium video on distributor platforms. Programmatic deals grew faster by 35% globally and 45% in the US. But, in both cases, open exchange transactions are still a small part of programmatic deals.
Video ad views grew 27% year-over-year in the US, largely driven by connected TV. The research further found that industry partnerships and increased interoperability are playing a major role in driving the growth of premium video for both sellers and buyers.
[5 minute read]