In its latest 'Video Monetization Report',
Freewheel says that it served 13.5 billion video ads
(pre-roll, mid-roll, and post-roll) in Q4 2012 and made ad
decisions for almost 15 billion video views. Using this data it
found that:
- The amount of professional, rights-managed video content being
consumed online continues to rise, with total video views up 23%
year over year
- Video ad volume spiked 47% year over year, fueled by holiday
spending and increased ad loads; long-form content (20+ minutes)
has an average of 9.4 video ads per video view - up from 6.9 in the
same quarter last year; pre-roll volume rose 45% and mid-roll
volume rose 60%
- Despite higher ad loads, video ad completion rates are at an
all-time high across content lengths: 93% for long-form content
(20+ minutes), 81% for mid-form content (5- 20 minutes), and 68%
for short-form content (<5 minutes)
- Use of the 15-second video ad has decreased steadily over the
past four quarters while the 30-second ad gained share - 34% of
video ads are :15 while 42% are :30 - the inverse was true in Q4
2011
- Video viewing on non-PC/Mac devices (smartphones, tablets, game
consoles, etc.) continues to rise; now comprises 12% of total video
viewing, up from 2% in Q4 2011
- Apple devices continue to dominate share of video viewing with
60% of share; Android comprises 31%
You can download the full report at the
Freewheel website.