Freewheel：2017年第三季度视频营收报告(英文版)（40页）（40页）.pdf

1、 #FreeWheelVMR Q3 2017 FREEWHEEL VMR REPORT 1 THE QUARTERLY BAROMETER OF THE INDUSTRY DRIVING VALUE THROUGH PREMIUM VIDEO 2 Q3 2017 FREEWHEEL VMR REPORT #FreeWheelVMR Q3 2017 #FreeWheelVMR Q3 2017 FREEWHEEL VMR REPORT 3 FROM THE AUTHORS When it comes to video, viewers have more choice than ever in t

2、erms of what, where, when, and how they consume content. At the same time, advertisers have a wider array of channels through which they communicate with their intended audience. Premium publishers have responded to the increasingly competitive landscape by improving the value they deliver to both c

3、onsumers and advertisers. They have made content available on a menagerie of devices, both on-demand and live, and through both traditional and new-to-market distribution partners. For advertisers, they continue to offer a brand-safe environment alongside high-quality, engaging, professionally produ

4、ced content. Publishers also continue to refine their ad models by experimenting with ultra-short six second spots, optimizing ad loads to drive higher engagement, using advanced data sets to make their sales packages1 more sophisticated, and developing standards through initiatives like OpenAP2 to

5、streamline audience- buying for brands. This quarter, we explore the positive outlook for premium video publishers, as they aim to provide differentiated solutions and increasingly work together to rebuff the “pretenders to televisions video advertising crown”3: Premium video ad views grew 24% year-

6、over-year, driven by increased viewership and monetization on live and full-episode content Set-top box video on demand (STB VOD) took the #1 growth spot in Q3 2017, growing by 54% to claim 20% share of premium video ad views Programmatic solidified its position in the publisher toolkit, comprising