2. FREEWHEEL & THE COMCAST GROUP
Content Production, Distribution & Advertising Solutions
CABLE ADVERTISING
19
Offices
1,700
Employees
300B+
Premium Impressions in 2022
3. Cable Rise HDTV VOD
DVRs
WEB 2.0
Smart TVs
VHS First
Iphone
1940-60’s 1976 1994 1999 2000 2002 2004 2005 2006 2007 2015 2019 2020
2014
THE PACE OF CHANGE IS ACCELERATING
4. TRADITIONAL TV VIEWING DECLINES
Same Trend Across the World
40.0
50.0
60.0
70.0
80.0
Jan-May 2019 Jan-May 2020 Jan-May 2021
Reach
%
US
South Afrca
Serbia
Puerto Rico
Poland
Mexico
Dominican Rep
Vietnam
Thailand
Taiwan
South Korea
Philippines
New Zealand
Malaysia
Indonesia
40
50
60
70
80
Jan-May 2019 Jan-May 2020 Jan-May 2021
Reach
%
Source: Nielsen TAM; LATAM PR;
Nielsen IBOPE TAM
Total TV across 11 major cities P5+, MY: Peninsular P4+; NZ: National P5+, consolidated; PH: National P2+; VN: 5 areas P4+; SK/TH/TW/PL/SA: National P4+; DR: Santo Domingo and Santiago P4+; MX: 28 cities P4+; PR: P2+; SB:
consolidated P4+; US: P2+ (data based on weeks in respective Jan-May). Reach defined as con. 1-minute viewing except NZ & PR (con. 15-minute). Total TV all day all time
5. BUT TV REMAINS THE
MOST POPULAR WAY
TO WATCH PREMIUM
VIDEO
OF PEOPLE IN THE EU WATCH TV
ON A TV SET AND VIA INTERNET
(ALMOST) EVERY DAY
80%+
6. Source : IAB Europe, report March
2022. Panel of 140 online video
buyers from 31 markets.
DIGITAL MEDIA ATTRACTS
LARGEST SHARE OF
ADVERTISING BUDGETS
of ad budgets are
invested in digital
56% of total digital spend
is digital video advertising
36%
7. MORE MARKETING
BUDGETS GO TO
ADDRESSABLE
CAMPAIGNS
Other digital ad spend
Global addressable ad spend
Source: Daniel Knapp, Chief Economist,
IAB Europe – April 2023
0
100
200
300
400
500
600
700
800
900
1000
2017 2018 2019 2020 2021 2022 2023f 2024f 2025f 2026f 2027f
Global Ad Spend ($bn)
13. THE BENEFITS OF LINEAR ADDRESSABLE
LINEAR POWER
UNPARALLELED REACH
DATA
TARGETING & MEASUREMENT
LARGEST AUDIENCE
PREMIUM ENVIRONMENT
CUSTOM AUDIENCE
REAL-TIME DECISIONING
14. THE BENEFITS OF LINEAR ADDRESSABLE
For Buyers For Sellers
Incremental Reach on Target
Accurate exposure
Brand Engagement
Context x Target x
Custom Creative
Higher ROI
Drive-to-store
New Buyers, Local Advertisers
Lower cost of entry
Take Back Digital Budget
Attracts existing or new budgets looking
for targeting options
Higher eCPM
Increased inventory value
15. FOR VIEWERS:
MORE TAILORED &
ENGAGING ADS
Relevant Ads
In line with viewers’ interests
and demographics
Enhanced Ad Experience
Capacity to deliver more relevant, interactive,
personnalized ads
Control & Privacy
Viewers have control through opt-out to limit
or accept targeted ads
Reduced Ad Clutter
Reduction of irrelevant or repetitive
ads
16. IN 2022 ADTV TOOK OFF
IN FRANCE
(1) Source: SNPTV Bilan 2022
(2) Source: Emarketing , Oct. 2022, Télé segmentée : vers une approche personnalisée du ciblage publicitaire, numbers of TF1 Pub
(3) Source: Emarketing , Oct. 2022, Télé segmentée : vers une approche personnalisée du ciblage publicitaire : TF1 Pub and Orange realised a test on a 3 weeks linear campaign with an overpressure on small TV consumers with Addressable ads.
49% of Local Advertisers (1)
x2of Active Advertisers (2)
61% of Geo-localised Campaigns (TF1 Pub) (2)
+4,1 pts of Incremental Reach (TF1 Pub) (3)
Top Advertisers’ Industry
15%
9%
12%
8%
12%
17. WHAT WE’VE
LEARNED FROM A
MATURE MARKET
Higher Ad Engagement
+35% viewers’ attention to the screen and
+21% more engagement
Less Channel Switching during Ads
Channel switching reduced by 48%
(when addressable ads were in the first three positions of a break,
compared to a standard linear TV ads)
Greater Ad Recall
+10% more likely to spontaneously recall an ad
Purchase
Intent
+7%
Source: Sky White Paper, 2019, “AdSmart: Five Years and Forward”
Tangible Results for New to TV Brands
+20% purchase intent
70% advertiser return rate
Freewheel is a Comcast company, a major global stakeholder in content production, distribution, and advertising solutions.
Over the world, FW has 1700 employees working among 19 offices in the US, Europe, and Asia. In 2021, FW operated more than 300 billion premium impressions.
Within FW, we have four main entities: Freewheel Publishers providing solutions for the Sell-Side; Beeswax, our DSP; Freewheel Advertisers offering innovative tools for Media Agencies; and AudienceXpress, our sales house.
Between the ’40-’60s and the 2000’s technological changes happened slowly compared to what we experienced since the 2000's: the appearance of colour television, number of channels, the VHS in the late 70s…
The arrival of the internet created a significant disruption the traditional TV & accelerated tv evolution: the creation of video streaming platforms, smartphones, and smart TVs that generated a diversity of devices/endpoints and fragmentation of the audiences.
Worldwide, we see a slight decrease in traditional TV viewing. It is not unique to the US, APAC, or Europe; it is a global trend.
But despite this decrease, TV remains THE most popular way to watch the premium video:
80% of people in the EU watch on a TV set and via the internet daily.
TV is far from dying! And must be ready to evolve.
An important fact is that digital media attracts the largest share of Advertising budgets: more than half of ad budgets are invested in digital, and 36% of digital spending goes to video. It means that TV loses media market share for the benefit of digital publishers.
And we see a growing interest of Marketers to invest in addressable campaigns, digital or linear.
Before deep diving into the benefits of linear addressable, let’s explain what it is advanced tv:
All video streams are delivered via IP on a TV screen, and concretely advanced tv encompasses linear addressable (or addressable tv), Bvod, Avod, Svod, Hvod and FAST channels)
And what is addressble tv? It is a way to replace ads on a linear broadcast with dynamicaly inserted targeted ads
And the potential in Europe is massive : linear addressable grew by +38% between 2019 and 2022.
And it is just the start, as most European markets are in an early phase.
The idea is that we will replace eligible scheduled ads with dynamic ads in linear TV content.
We can replace one ad with a duration of 90s with one or several dynamic adverts, which, in total, are equal to 90s.
It exists different criteria that exist to allow the switch to a targeted / dynamic ad – real-time decision:
>> It has to fit in the duration of the linear spot
>> Households profile matches targeting criteria
>> Households agree to targeted ads beforehand
>> No competitors within the same ad break
>> The dynamic ads must have a higher yield than the scheduled ones.
Linear addressable is at the crossroad of two worlds: linear and digital.
It combines the power of linear, a great and unparalleled reach and a premium environment, and the data capacity that allows to target and measure the media campaigns in real time.
You can maximize your reach through retargeting; or ensure that you will address the audience you haven’t reached before across all your channels. You can also test and learn new ad experiences and drive interactive campaigns with a real-time measurement of their impact on sales.
Buyers as Sellers benefit from addressable tv:
About Buyers:
>> Your campaigns will generate an incremental reach as the exposure is more accurate. You can address specific targets to maximize the reach of the campaigns
>> With the proper context, target, and custom creative, you gather fantastic conditions to boost the engagement towards the brands
>> ROI is higher as you ensure you address your creative to the right target; no audience is wasted. And you can run drive-to-store campaigns with real-time measurement of sales
For Sellers:
>> With Linear addressable, the TV entry cost is lower, as you can target a smaller audience. Therefore, it becomes more affordable for local advertisers and new-to-tv brands to run TV campaigns.
>> With linear addressable, you can attract back budgets that shifted to digital or drag new digital budgets looking for addressable capacities.
>> The eCPM is higher than the value of a traditional GRP. Therefore, it is an excellent opportunity to increase your inventory revenue.
Viewers win as well:
>> They won’t watch any more ads that are not relevant, and even more, ads that will match their interests and demographics
>> The ad experience will be enhanced as we can deliver relevant and interactive creatives, with a personalized messaging
>> The audience won’t be any more bothered by irrelevant and repetitive ads.
>> Viewers keep control over their ad experience as through the opt-out consent, they can limit, reject or accept targeted ads
Addressable tv in France was authorized in 2018, but 2022 was truly the expansion year.
Compared to 2021,
>> we see that half of the advertisers are local advertisers.
>> Active advertisers have doubled.
>> Around 60% of the campaigns are geo-localized.
>> Incremental reach has been measured. Tf1, for instance, realized a test on a 3 week linear campaign with an overpressure on small TV consumers with addressable ads.
>> In terms of the industry categories that invest in addressable campaigns:
- Automotive brands: 15%
- Tourism, restaurants: 12%
- Retail: 12%
- Services: 9%
- Banks and insurance: 8%
Adsmart was launched in 2014.
Sky Media has launched more than 17,000 addressable TV campaigns for 1,800 brands.
The positive impact that Sky measured are:
higher Ad Engagement
Less channel switching during ads are ads are more relevant
Greater Ad Recall
Great results for new-to-tv Advertisers : Over 1,000 businesses new-to-TV have launched advertising campaigns on the medium, With an impressive return rate of 70%.
>> 75 of the top 100 UK brands use AdSmart, it shows how the advanced TV targeting proposition is working for marketers and becoming the mainstream in the media mix: Indeed the purchases intent grows by 7% with linear addressable campaigns.
>> Around 40% homes are addressable giving brands the ability to reach 30 million individuals with relevant messaging in the brand safe and effective medium of TV.
https://www.skygroup.sky/article/sky-media-reveals-power-of-addressable-tv-in-five-year-study-amid-successful-expansion-into-virgin-homes
