OTT devices take 24% of ad views
August 15, 2014
FreeWheel has released its Video Monetization Report for the second quarter 2014. Q2 has marked another quarter of strong growth and evolution in the digital television market, with video views and ad views both up over 28 per cent year-over-year.
Not only did the quarter see growth across formats, categories, and platforms, FreeWheel also discovered several trends that tell a familiar story: TV is TV and viewers can’t get enough of it.
Report highlights include:
– Long-form and live content each saw considerable year-over-year ad view growth as more Publishers leveraged premium online properties to both expand their linear presence and provide a distinctive digital experience.
– Q2 also brought live streaming records, as viewers flocked to their laptops, smartphones, tablets and streaming devices to watch events including the NBA Playoffs, NHL Playoffs, and the World Cup. Viewing platforms also continued to evolve in Q2 2014.
– Mobile and OTT devices grew 93 per cent and 236 per cent year-over-year, respectively. Along with tablets, these devices now account for 24 per cent of all ad views. TV Everywhere took another leap forward as Programmers put more content behind authentication walls and saw viewers follow: 38 per cent of long-form and live ad views now come from authenticated users.
– The viewer experience for long-form content increasingly mirrors the TV experience, blurring the lines between tablets and set-top boxes. In Q2, 3.7 ads were shown in the average mid-roll break and, as with linear TV, these ads tended to be 30 seconds in duration.
Download the full report HERE