Freewheel last month published the Video Marketplace Report (VMR) for the Q3 of 2019. The report shows that 24% of the video ads were bought by buyers via an audience, while 76% of the ad views were non-audience targeted.
Frewheel says there are numerous moves in the market from publishers, operators and tech vendors to bring audience targeting to video, but most of the video ad views are still not addressable.
According to a FreeWheel’s survey of more than 400 agencies, 79% are interested in addressable, including the largest spending sectors of retail (21% share), healthcare (15%) and auto (13%).
Advertisers want to use audiences to reduce wasted impressions delivered out of target and to improve cost-efficiencies.