FreeWheel’s Justin Beere on trends in Connected TV Adelphic

There’s a clear opportunity to reach audiences via CTV advertisements as consumers mix and match how they access tv content. While many people still watch TV in traditional ways – eMarketer states that four of 5 TV hours watched per day is linear – there’s no doubt that excessive OTT share is expanding. Interestingly, FreeWheel data indicates that audiences treat CTV identical to they do linear TV: looking large quantities of live streamed content and tuning in during primetime hours. As a result, we’re seeing linear buyers adopt CTV as they seek to trap large TV audiences for his or her campaigns. When operating in tandem, we’ve seen CTV carry incremental reach on top of net direct buys, in addition to help brands drive frequency amongst light TV viewers.

And, as the provision chain for CTV becomes more standardized and constant, we also see electronic buyers gravitating towards the reach, quality and targeting that CTV offers. When it involves achieving clients in “The New Living Room,” advertisers want to know in the event that they are providing ads to a new viewers, and data from FreeWheel’s OTT Signature Insights report indicates the answer is yes. The median CTV viewer is 23 years younger than the basic TV viewer, and they have a mean annual family income that’s $10,000 higher. The other thing to note with respect to CTV is the level of engagement. According to our Q1’18 VMR, 97% of CTV content material fed on is either live streamed or full episode FEP stock, which means viewers are opting in and leaning in to the experience. Generally communicating, there are a few functionality metrics associated with CTV that are quite compelling.

As an ad server, FreeWheel measures completion rates for each ad impression we serve across all sorts of device. The crowning glory rate on CTV inventory is 98%, which means almost every single ad we serve is viewed to of completion, that’s a crucial KPI to brand sellers. Another stat I love that doesn’t get mentioned enough is co viewing. It’s largely understood that computer, tablet and mobile ads are only seen by one user at a time, but the common viewership of a CTV impact is higher. According to Nielsen, 34% of CTV impressions are viewed by two or more people, which means there’s a much greater probability that multiple individuals are uncovered on your ad when it runs on CTV.

Yes, ultimately we agree with some kind of supply chain verification will make its way to each stock type as more media is transacted programmatically. At the moment there’s not a major sense of urgency for such an initiative considering the fact that CTV is a less open atmosphere, and I mean that during a few ways. First, on account that top rate CTV stock is in high demand, there’s little or no volume being made available via the open trade. That means buyers are taking the extra step of seeking out private marketplace access to inventory from known suppliers. Second, the ecosystem is far smaller and more tightly managed.

The web has billions of show ads on lots of of tens of millions of internet sites, with hundreds of ad tech intermediaries to service it all. In distinction, the entire AppleTV app atmosphere is 15,000 apps, all of which had to be authorised by Apple itself before being made accessible to consumers.