TV Everywhere Ad Views Triple, Report Says
Okay, fine. We’ll back that statement up with data. Video viewing across digital venues rose by double digits year over year, according to the just-released report from video ad platform FreeWheel. Specifically, video views jumped 20%, and video ad views 31%.
TV Everywhere is also catching on in consumer usage, according to the report. Authenticated viewings now account for 14% of ad views for long-form content, up from 5% of long-form ad views a year ago. That’s a reassuring finding for multichannel video providers who have been investing resources in TV Everywhere rollouts for the last few years. This is also one of the first data points suggesting that TV Everywhere is starting to pay off.
“Authentication remains a key opportunity for Programmer/MVPDs to rapidly expand the number of long-form video assets online,” FreeWheel said in the report, which analyzed more than 15 billion ad views in the third quarter.
Another promising finding for the video ad business lies in the increase in ad loads relative to content. Ad loads clocked in at 11.6 video ads per video view for the quarter, up 29% from a year ago. The growth comes in part from the rise in long-form video ads, the number of which increased 56% year over year. All the while, completion rates for ads have remained steady at 91%. Most of the video programming being monetized is the long-form variety, such as TV shows and movies.
Freewheel also noted a rise in video ad views on other devices. They are up 235% on mobile and 365% on tablets, and have tripled on over-the-top devices.
Nielsen said in its new cross-platform report that the average American watches 1.5 hours of Internet video each week.