Video ad views grow faster than content engagement

Joseph O'Halloran ©RapidTVNews | 02-12-2011

Online video advertising has reached a crucial inflection point with the faster growth of ad views than of online video views themselves.

The Q3 2011 Video Monetisation Report by video technology company FreeWheel, blows apart lingering concerns that consumers would not accept increased ad loads. Indeed it shows, especially for long-form content, that there is no decline in completion rates, despite more video ads per video.
Video ad views grew 128% year over year while video ad views grew 97%, the first quarter that FreeWheel's data has shown video ad views growing at a rate that’s faster than video viewing. From this Freewheel draws the conclusion that consumers are becoming more and more accustomed to viewing ads while watching online video and that consumers are accepting the integration of video ads in the videos because they so highly value the content those ads support.
The analysis shows that digital video is proving to be an augmentation to broadcast and cable, especially in the instance of short-form content, which has its own distinct primetime during workday afternoons.
The "Video Monetisation Report" analysed more than 11.8 billion video views of content across FreeWheel's customer set, which includes Turner, ESPN, FOX, Univision, Discovery Communications, VEVO and other major entertainment providers and also shows that primetime viewing of online video is directly proportional to the length of the media consumed by users. Short-form video, defined as under 5 minutes, and mid-form video, 5-20 minutes, have a primetime interval of 1PM-4PM. Long-form episodic video over 20+ minutes has a primetime that mirrors TV from 8PM-11PM.
As with other recently released research, there is a clear difference between smartphone and tablet users: viewing on smartphones increases throughout the day into the evening, while iPad viewing sees a pre-work, commuting time rise, then declines during the day, then increases until its peak at 10:30PM. Overall video views on the iPhone and iPod/iPod Touch are on the decline—down 7% and 26% respectively —while iPad and Android are seeing increased consumer adoption by 15% and 7% respectively.