Majority of premium digital video ads being delivered to TV screens now, study says

illustrate videos
All devices saw year-over-year growth in digital ad views, with smartphones growing the most at 76%. (iStock)

Premium digital video ads are increasingly showing up in living rooms and not the smaller screens of smartphones and tablets, according to a new study from Comcast’s Freewheel.

Freewheel’s second-quarter Video Monetization Report found that 57% of premium digital video ad views in the U.S. were delivered to the TV screen versus other digital devices, which the group said highlights the increase of OTT and STB VOD advertising and reinforcing the importance of the “new living room” for advertisers.

But all devices saw year-over-year growth in digital ad views, with smartphones growing the most at 76%.

Sponsored by Dell Technologies

Whitepaper: How to Elevate Your Content Delivery Workflows With Dell EMC PowerScale

Learn how Dell EMC PowerScale helps meet surging viewer demand while reducing costs with a single centralized platform for the ingest, processing, and delivery of the content your viewers love.

“TV—which now includes premium video content distributed via an array of digital platforms—has never been stronger as an advertising channel. The ability to build targeted awareness with TV at the top of the funnel, then measure the impact of that exposure across devices, is now a reality,” said FreeWheel’s General Manager David Clark in a statement. “The final piece of the puzzle is allowing marketers to use technology to plan and buy TV with added efficiency and automation. We’ve made some great strides in this area, and continue to work with our partners to build the next-generation, TV ad platform that meets the unique demands of the TV ecosystem.”

RELATED: Nielsen, Comcast's Freewheel open up measurement on OTT, STB VOD inventory

Freewheel’s study also showed that data-driven ad placements are catching on, too. Fully 14% of total ad views in the second quarter were placed programmatically, an increase of 58% year-over-year. The company said the vast majority of those programmatic ad transactions took place via private marketplaces between buyers and sellers.

The increase in digital ad viewing reflects an overall rise in digital video viewing. The study said that video views in the second quarter grew by 31% year-over-year. And a lot of those ads are being viewed within live OTT video. Live video accounted for 33% of all ad views, with sports content comprising 66% of this total, and news comprising an additional 10%.

Suggested Articles

Alan Wolk, co-founder and lead analyst at TV[R]EV, provides 10 reasons why Discovery+ will succeed.

Antenna, a new startup that provides analytics for subscription-based services, has secured $4.2 million in seed funding from Raine Ventures. 

Warner Bros. traveled a heretofore unthinkable path this week when it said it would send all its 2021 films directly to HBO Max.