FreeWheel Report Finds Authenticated Video Viewing Growing 217%
Authenticated video views, a part of the pay TV industry's TV Everywhere rollouts, grew by 217 percent year-over-year, says the 2013 Q3 Video Monetization Report released by online monetization specialist FreeWheel. Authenticated views now count for 14 percent of all the ad views on long-form content. The report notes that viewers are changing their behavior, moving from linear TV experiences to more flexible multiple screen viewing. Content providers are quick to monetize those views: video ad views were up 230 percent on mobile devices and 365 percent on tablets. In fact, ad views on mobile and OTT devices tripled compared to the previous year.
FreeWheel also notes that the industry has reached what it calls a key inflection point: a 1 to 1 ratio between video views and video ad views. During the past year, ad loads on long-form content have increased by 29 percent. Viewers are willing to accept the increased ad presence, as completion rates are still at 91 percent. Viewers who prefer shorter ads are out of luck, as the 30-second spot is becoming dominant: It now counts for half of the video ad views on short-form content, and 65 percent of the ad views on long-form content.
FreeWheel's data set for this report included over 15 billion video ad views. Download the entire report for free (registration required).
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