One-Quarter of Premium Video Ad Views Occurred on Mobile Devices in Q1

FreeWheel-Share-Digital-Video-Ad-Views-by-Device-May2015

Source: FreeWheel [download page]

Notes: Premium digital video ad views continue to migrate to devices outside of desktops and laptops, per FreeWheel’s latest quarterly report, with strong growth in particular coming from smartphones, which accounted for 17% of overall views, more than double a year earlier. OTT Devices also demonstrated rapid growth year-over-year, though their 8% share was consistent with the previous quarter.

In other study results:

  • Authenticated viewing accounted for 57% of long-form and live monetization for programmers (MVPDs) in Q1, more than double the 25% share from a year earlier;
  • OTT devices continue to represent the second-largest share of authenticated ad views, at 19% in Q1;
  • Overall video views grew by 40% year-over-year and video ad views by 43%, driven by live and long-form viewing;
  • Tablets and OTT devices continue to be used primarily for long-form (20+ minutes) and live viewing, with the opposite true for desktops/laptops and smartphones; and
  • Ad completion rates were almost as high for post-roll (72%) as for pre-roll (73%) videos.
By: Dr. Augustine Fou Friday, May 22nd, 2015 digital

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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