Video Views Soar 217 percent11 Dec, 2013 By: Doug McPherson
SAN MATEO, Calif. – Authenticated video viewing on non-TV devices grew 217 percent in 2013 and now comprises 14 percent of all ad views on long-form content, says FreeWheel, an online video tech company.
“This indicates TV Everywhere is becoming a reality,” Brian Dutt, manager of advisory services at FreeWheel told MediaPost. “Over time, we expect that this will drive increased monetization of half-hour and hour-long TV programs as well as live streams across all screens.”
Dutt says Freewheel’s report is based on more than 15 billion video ad views.
He adds that late this year, the industry also achieved a 1:1 ratio between ad views and video views – which Dutt says shows monetization is finally catching up with viewing behavior. MediaPost reports the trend is being driven by 56-percent year-over-year growth in long-form content with the continued movement of long-form titles into IP environments.
Freewheel says digital pure-play publishers are using pre-rolls on a larger percentage of short-form content – up to 45 percent from 35 percent last year.
Dutt says programmers are finally figuring out how to bring TV experiences to viewers across all devices and monetize at the same time. As such, the content mix is continuing to evolve with long-form growing most quickly (56 percent), led by scripted drama and sports.
Mobile is also driving a massive shift in cross-channel viewing. Ad views were up 230 percent on mobile – and 365 percent on tablets – while the share of total ad views coming from mobile, tablet and OTT devices has tripled over the past year, MediaPost says.
Also of note, the 30-second ad spot continues to gain traction across digital channels and now represents almost 50 percent of short-form ad views and 65 percent of long-form ad views.