FreeWheel, the advertising management solution, has published its Q3 2017 Video Monetisation Report (VMR), revealing a further growth in video ad views, fuelled by the continued rise of OTT devices and STB VoD inventory.
The latest figures showed a 31 per cent year-on-year growth for ad views in Europe, with a 35 per cent rise in video starts.
Ad views on OTT and STB VoD devices grew in both Europe and the US. Digitally inserted ads on STB VoD increased by 190 per cent year-on-year in Europe, while OTT saw a 44 per cent rise – following a 32 per cent rise in Q2 – and now accounts for a quarter of the ads viewed.
This highlights a continued shift towards the consuming of content in a premium, high viewability, living room environment. It is mirrored in the US, where OTT and STB VoD viewing combined made up almost half of ad views (49 per cent), while desktop viewing continued to decline – down from a 37 per cent share in 2016 to 28 per cent in 2017.
The highest growth area in Europe this quarter came from the monetisation of clips content – up by 77 per cent year-on-year. This shows the potential of short-form content of five minutes or less across genres to act as a gateway for wider library offerings.
Other key findings nclude: