GroupM: The State of Video 2018

This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.
  • Rather than trying to make the proven television framework feel programmatic, marketers must aspire to on-board, overlap and simulate audience interaction with media viewership.
  • Around two-thirds of video ads are now platform-specific, as opposed to the versioned or truncated TV assets that have permeated too long – but fewer than 20% of Facebook videos sustain viewing for three seconds.
  • Even while its audience shrinks, ages and atomizes, TV remains outstandingly safe and effective.
  • As markets have become fractured, too much time has been spent in pursuit of single-channel metrics....

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