Publishing its Q1 2019 Video Marketplace Report, the Comcast company said total ad views grew 13%, while live ad views increased by 78% year-over-year. Audience targeted campaigns also grew above the market growth rate, rising 56% as publishers increase the use of data to make premium video addressable.
There has also been an increasing in programmatic advertising, which grew 31% year-on-year, four times the rate of direct sales.
Programmatic advertising is the use of software to purchase digital advertising, as opposed to the traditional manual method of RFPs and written insertion orders.
Thomas Bremond, General Manager, International, FreeWheel, commented: “Premium video displayed strong ad view growth, particularly in audience targeted campaigns. Data-driven advertising is changing the way advertisers and publishers approach premium video, as a growing number adopt an audience first-approach.”
The increasing ability of platform operators to market video inventory via the set-top box on video on demand highlighted the continuing ability of the big screen, accounting for the largest share of ad views at 45%.