FreeWheel：2018Q2视频货币化报告（英文版）(32页).pdf

1、 #FreeWheelVMR / Q2 2018 / FREEWHEEL VMR 1 Q2 2018 PREMIUM VIDEO: Delivering Value Across the Marketing Funnel #FreeWheelVMR / Q2 2018 / FREEWHEEL VMR 2 The FreeWheel Video Monetization Report highlights the changing dynamics of how enterprise-class content owners and distributors are monetizing pre

2、mium digital video content. The data set used for this report is one of the largest available on the usage and monetization of professional, rights-managed video content worldwide, and is based off of census-level advertising data collected through the FreeWheel platform. Letter from the Authors PAG

3、E 3 Q2 2018 Summary PAGE 4 Core Observations: U.S. PAGE 7 Core Observations: Europe PAGE 18 Conclusion PAGE 28 Author Bios PAGE 29 Glossary PAGE 30 Appendix PAGE 31 Premium Video: Delivering Value Across the Marketing Funnel TABLE OF CONTENTS Q2 2018 #FreeWheelVMR / Q2 2018 / FREEWHEEL VMR 3 LETTER

4、FROM THE AUTHORS PREMIUM VIDEO GAINED MOMENTUM AS A MARKETING PLATFORM IN BOTH THE U.S. AND EUROPE as the TV industry continues to embrace technology and articulate its proposition across the full marketing funnel. During the 2018 U.S. Upfront buying season, CPMs increased across networks, with most

5、 reporting high single- or double-digit growth year-over-year. This demonstrates that advertisers see TV as a critical platform for their marketing success. TV executives were keen to highlight the benefits of their offerings to set themselves apart from prominent digital competitors who seek to cap

6、ture TVs share of marketing spend. As Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships, NBCUniversal, stated, “Were not in the likes business. Were in the results business. Real, verified results delivered the right way.” That message resonated with marketers, who bought into pre