Online Video Ad Loads Rise by 33%, Ad Completion Rates Remain High
Think you’re seeing more ads in TV shows online? You are.
Are they stopping you from watching the show? No, they’re not.
The average number of video ads in digital programming longer than 20 minutes rose to eight ads in the second quarter -- up from six in the first quarter, according to an analysis by online video ad technology provider FreeWheel. What’s more, the average ad load of eight is more than double a year ago, when content longer than 20 minutes averaged only three ads. These are promising findings for broadcasters and producers who have been eager to make money with their programming online, but have been concerned about whether consumers would tolerate the additional ads needed to fund the migration to digital.
The good news is that viewers don’t seem to mind the additional ads. Completion rates for ads in long-form content are the highest they have been since 2010 at 91%. Completion rates in general are high, registering at 80% for mid-length content (shows in the 5 to 20 minute range), and logging in at 69% for short-form videos.
Broadcasters are taking advantage of the consumer tolerance for more ads. FreeWheel said mid-roll and post-roll spots are growing at a greater clip than pre-rolls, partly as a result of efforts being made to sell more ads in TV shows online.
The study also found that viewing across devices has grown dramatically quarter-over-quarter, with 8% of video viewing now taking place on smartphones, tablets, gaming consoles and other non-PC devices -- up from 4% in the first quarter. For this report, FreeWheel analyzed nearly 12.5 billion video views and more than 10.1 billion video ad views during the quarter across its customer base, which includes broadcasters and cable networks.
Recent Video Daily Articles
-
Too Much of A Soap Thing: 'All My Children,' 'One Life to Live' Will Lengthen Time Between New Episodes May 17, 1:22 p.m.
There’s something interesting to be learned—maybe—from the revelation that fans of the new online versions of ...
-
The Wonders and Contradictions of Counting Audiences May 16, 2:10 p.m.
The emerging digital age is nothing if not contradictory and filled with its own ironies, and ...
-
Networks Want a Better Accounting of All That Television Online May 15, 2:15 p.m.
Editor's Note: This story incorrectly refers to Nielsen Online Campaign Ratings as the data source for ...
-
The Private World of Broadcast Upfronts May 14, 3 p.m.
The new broadcast network schedules being announced this week include the typical ballyhoo, but it seems ...
-
My Advertisement For Online Advertisments May 13, 2:40 p.m.
I bristle at the notion of watching commercials for fun, but I bristle at a lot ...
-
Those Vine Videos Do Get Around, A New Study Says May 10, 9 a.m.
Unruly, the company that tracks video sharing, reports this morning that five Vine videos are shared ...
-
'Made for Web' Content Work Just Fine For Advertisers, Says New Tremor Video Research May 9, 10:08 a.m.
Some of online video’s top content makers spent all of last week showing advertisers their new ...
-
Baseball's Highlights Get Some Highlighted Exposure May 8, 8 a.m.
If you haven’t see it already, you will soon: Major League Baseball video clips will start ...
-
Wait! You Mean You Can't Always Get What You Want? May 7, 3:29 p.m.
You can’t always get what you want was the name of a classic Rolling Stones song ...
-
Would Consumers Pay For YouTube Channels? May 6, 1:20 p.m.
Just after it gave its NewFront presentation without mentioning it at all, The Financial Times says ...
Be the first to comment on "Online Video Ad Loads Rise by 33%, Ad Completion Rates Remain High"
Leave a Comment