As over-the-top video expands, the differences between traditional pay-TV and streaming video are eroding, according to new data from FreeWheel, a subsidiary of Comcast.
The Video Marketplace Report outlines the increasing convergence between linear TV and premium digital video – and how that can benefit marketers.
In 2018, 40% of all ad views were delivered on a connected TV, while live viewing grew 86% as consumers watched video content in real-time – spurred by PyeongChang 2018 Winter Olympics and the FIFA World Cup in Russia, according to David Dworin, one of the report’s authors.
“Watching TV can now mean tuning into a program on linear TV, streaming a favorite series on a connected TV, or following a live event on a smartphone. It’s the content, not the pipes, that viewers see,” Dworin said in a statement.
Premium video also saw strong overall growth (27%), continuing a multi-year trend, according to the report.
Indeed, FreeWheel found 52% of advertisers and agencies surveyed are combining digital video and linear TV spots and 91% say they will by 2021.
Another 74% of advertisers say it is important or very important to have integrated digital video and linear TV data/technology distribution channel.
The report cited that just 23% of viewing occurs in the key 8 to 11 p.m. timeslot, while more than 75% of viewing occurs outside of the traditional TV “primetime.”
Another 18% of desktop ad views come between 12 and 3 p.m., underscoring the ease of click-through marketing. Finally, connected TV ad views grew 53% in 2018, which represented 40% of all ad views.