For example, commercials that appear inside TV content -- mid-roll ads -- now have a 97% completion rate, according to a new Ooyala fourth-quarter 2016 study. That's looking at all devices, including PC, tablet, smartphones and connected TV.
Ooyala says these results compare to all publishers, which saw mid-roll ad completion rates drop to 78% in fourth-quarter 2016 from 84%. However, just looking at mobile devices, the study says publishers saw a rise in mid-roll impressions on mobile devices, increasing to 48% in the fourth quarter from 30% in third quarter.
The results for broadcasters are somewhat favorable: Long-form content continues to grow on all digital devices -- including mobile devices. Connected TV and tablets gain the highest usage, at 96% and 65%, respectively. Long-form content made up 47% of all mobile plays in the fourth quarter, outpacing short-form video plays at 40%
Looking at all advertising-supported video on demand (AVOD)-- a key growth area for broadcasters -- mobile devices (smartphones and tablets) make up 56% of all AVOD video views.
Smartphones had the highest consumption of advertising video-on-demand content at 45%, followed by desktop with 44% and tablets, at 11%.