New FreeWheel Report Reveals 24% Growth in CTV Programmatic Impressions from Independent Agencies, as Advertisers of All Sizes Take on Programmatic Activation
FreeWheel, a global technology platform for television advertising, released a report titled 'The State of Programmatic Independent Demand.' The report reveals a 24% increase in programmatic CTV impressions from independent agencies. Key drivers include a 119% rise in multi-publisher programmatic bundles used by advertisers and accelerated adoption by verticals like pharma, gaming, telecom, and retail. The report highlights the potential of live sports inventory for future growth, despite its complexity. The data is based on one of the largest datasets on ad-supported video content usage in the U.S.
- 24% increase in programmatic CTV impressions from independent agencies year over year.
- 119% rise in advertisers using multi-publisher programmatic bundles.
- Accelerated adoption of programmatic advertising by pharma, gaming, telecom, and retail sectors.
- Potential for live sports inventory to drive future growth in programmatic advertising.
- Availability of extensive data for informed decision-making by advertisers.
- Complexity in activating programmatic ads for live sports events.
- Technical infrastructure challenges in handling high viewership spikes for live sports.
Research shows that programmatic growth is being fueled by the democratization of access to premium CTV for more advertisers.
(Graphic: Business Wire)
“The independent market is in an era of turbo charged growth,” said Katy Loria, CRO, FreeWheel. “This growth is fueled by the increasing adoption of programmatic advertising by marketers, coupled with the expansion of premium CTV supply. Advertisers of all sizes now have powerful tools for measuring and attributing their premium video campaigns’ success, driving higher demand and better outcomes.”
The insights cover the primary forces driving the growth of programmatic impressions in the independent CTV market, with data showing a
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The adoption of multi-publisher programmatic bundles has surged, with a +
119% increase in advertisers utilizing these bundles to find their target audiences across premium CTV platforms. - Advertiser verticals that are stronger in the independent segment, i.e. across pharma, gaming, telecom, and retail categories, are embracing programmatic at an accelerated rate due to programmatic’s ability to better prove ROI.
The data set used for the report is one of the largest available on the usage and monetization of professional, rights-managed ad-supported video content in the
“With niche first-party audiences, scale can often be an issue,” said Garrett Dale, Chief Partnership Officer and Co-Founder, Kepler Group. “Curated group deals have been integral in complementing publisher direct programmatic activations to expand reach of high-value audiences for brands, enabling Kepler to achieve and exceed client business goals from both brand awareness to performance objectives.”
Looking forward to the remainder of 2024, the report identifies an opportunity for the independent programmatic market to consider live sports inventory – which is currently not readily available at scale for buyers – for its high viewership, differentiated prestige content, and an event-like experience bringing in engaged audiences and making live sports a prime category for advertisers. Along with these benefits come the added complexity of programmatic activation, and the need to make sure the technical infrastructure on both the buy and sell side can handle the high viewership spikes.
“The biggest events – NFL Playoffs, Olympics, March Madness – are all available for streaming, which offers a huge opportunity for programmatic advertising,” said Moe Chughtai, Global Head of Advanced TV, MiQ. “If executed effectively, not only does this reduce the investment barriers to entry for marketers to gain access to this programming, it also brings a new level of addressability and accountability to live sports. By partnering with programmers and tech partners, we can make live sports the fastest-growing sector for biddable advertising.”
The report goes on to identify additional opportunities, including the transition of large advertiser commitments to programmatic and the unlocking of programmatic political spend with speed while maintaining strict creative and placement controls.
To view the full findings as outlined in FreeWheel’s State of Programmatic Independent Demand, visit here.
About FreeWheel
FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in
View source version on businesswire.com: https://www.businesswire.com/news/home/20240516589722/en/
Media
Meredith Fitzgerald
meredith_fitzgerald@comcast.com
215-970-8504
Source: FreeWheel
FAQ
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