FreeWheel Releases Q4 2019 Video Marketplace Report

TV may be increasingly fragmented, but we are also witnessing a move on the ad side toward simplification, as emerging solutions like addressability allow advertisers to more efficiently reach desired audiences at scale. That’s according to FreeWheel’s Q4 2019 U.S. Video Marketplace Report, “Reaching Premium Video Audiences in a Hyper-Fragmented World.”

Key Takeaways include:

  • The media industry has reached peak fragmentation, and the meaning of the word ‘TV’ has never been less clear. Fragmentation can be seen in the form of the devices used to consume content, the type of content that is being consumed, and the number of streaming services consumers can choose from.
  • As attention fragments across different types of content, audiences are also fragmenting, with different viewers watching content differently. While viewers aged over 50 spend at least 45% of their viewing/media time with traditional TV, those aged 18-34 spend half of all media time on mobile and Connected TV (CTV).
  • While fragmentation in the media ecosystem has reached a new high, there are signs that the space is moving towards simplification. There have been mergers and partnerships, as well as process automation and new products such as programmatic and addressability, that are gaining higher rates of adoption.
  • Although programmatic accounts for just 24% of premium video impressions in the U.S. in Q4 2019, it is growing fast—50% YOY.
  • Addressability could power the future of TV advertising. Serving targeted TV ads to households is not a dream anymore; it is happening here and now. In Q4 2019, campaigns that engaged in addressable advertising increased by 48%, compared to 2018. 

Related Stories

12/07/22: Cynopsis Jobs


SENIOR ANALYST – MEDIA RESEARCH LATITUDE Remote Latitude is searching for an experienced research analyst. This position will focus on client communications and managing projects across their entire lifecycles – from design/proposal through reporting and presentation. Ideal candidates will be experienced in media, and comfortable both analyzing research data and communicating with clients. Full info […]

12/07/22: Cuteness alert! Here comes “Puppy Bowl”

Cuteness alert! Here comes "Puppy Bowl"

A CYNOPSIS MESSAGE FROM SINCLAIR MEDIA NETWORKS WE DELIVER THE BROADCAST IMPRESSIONS YOU ARE ALWAYS LOOKING TO BUY SINCLAIR MEDIA NETWORKS * National Footprint with ownership benefits * Family Friendly * Brand Safe * Efficient CPM’s * Guaranteed exact minute delivery * Power of local news at scale * Hyper-targeted OTT extensions * Drive viewer […]

12/06/22: NBCU goes LivE! with Walmart

NBCU goes LivE! with Walmart

A CYNOPSIS MESSAGE FROM HEARST HEARST ANYSCREEN A Higher Standard in OTT Reach your audience, anytime, anywhere, on any screen. Hearst Anyscreen offers a targeted OTT platform that provides a single, centralized access point to the streaming TV marketplace. With a unique focus on quality, Hearst Anyscreen delivers premium “living room experience” […]