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Grand Format "Jardins Ouverts, Jardins Clos" du 28/02/2017 - Présentation Freewheel


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Présentation lors du Grand Format 28/02/2017 "Jardins Ouverts, Jardins Clos, les nouvelles alliances digitales télé et vidéo"

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Grand Format "Jardins Ouverts, Jardins Clos" du 28/02/2017 - Présentation Freewheel

  1. 1. FREEWHEEL COUNCIL FOR PREMIUM VIDEO Petit Web – Jardins Ouverts / Jardins Clos Thomas Bremond – Directeur Général, FreeWheel International
  2. 2. Average time spent per adult per day – total US population #1 Trend in TV/Video It’s harder to reach consumers at scale and on a timely basis. Source:Nielsen
  3. 3. US TV advertising Operators Local avail sales Owned Channel Digital pressure Digital pressure Distribution all networks 0% 10% 20% 30% 40% 50% 60% 70% 80% Turner AMC Scripps Discovery Viacom Disney Networks CBS Fox NBC ~ $50bn of ad revenue contributes ~49% of total programmer revenue $73bn $bn$bn $bn
  4. 4. 2015 Announcing the death of TV!
  5. 5. The FreeWheel Council for Premium Video (FWC) serves the collective interest of those in the premium video industry through leadership positions, research, and advocacy to promote the premium video economy
  6. 6. 30 members including:
  7. 7. POSITION 1 APRIL The Unrivaled Value of Premium Video POSITION 2 JUNE Reconstructing Programmatic for Premium Video POSITION 4 NOVEMBER Cross-Screen Unification (incl. Measurement) POSITION 3 OCTOBER Improving The Ad Experience CONTENT TRANSACTION CREATIVE SCALE
  9. 9. Viewers complain about poor ad experiences AD FATIGUE seeing same creative over and over LATENCY ad takes too long to load POOR CREATIVE QUALITY low resolution, breaking stream INCONSISTENT EXPERIENCES inconsistent fill of breaks, lots of slate AD CLUTTER too manyads in a break
  10. 10. Improving the ad experience: a buy-side perspective 52% 49% 46% 41% 35% 27% 27% 23% Creating a better ad experience for users/consumers Inadequate measurement/Cross- screen metrics Ad blocking Managing/integrating big data Ad fraud Reaching millennials Cord-cutters Walled gardens Biggest challenges facing the video ad industry? Who has responsibility for improve ad experience? 71% 61% 59% 57% 52% Agency's creative department Agency's media/planning/buying department Marketer/advertiser Publisher/media brand Tech vendor partners