For the first-quarter period, FreeWheel, the Comcast-owned video advertising technology company, says 40% of digital video advertising views attached to premium TV/video were generated by campaigns with a demo guarantee.
Such guarantees are virtually standard practice when it comes to traditional TV media buying.
The research also notes full-TV episode content commanded the largest share -- 60% -- of all premium video ad views; live streamed content, 24%; and video clips, 16%. Full-episode content grew 14% year-over-year; live streamed content was up 47%; and video clips, were down 6%.
Most live streamed content -- 78% -- came from sports. Full episode content was 95% from general entertainment; for video clips, 40% of its content was from news.
Premium TV-video platforms get 90.3% of their advertising revenues from direct relationships with media agencies/marketers. That's up 9% year over year. Some 9.7% of their ad revenues is through programmatic services/software -- 6% higher versus the same period a year ago.