Mobile got ‘12% of video ad views in 2012’

Feb 18, 2013 | Mobile, Online advertising

Mobile video ad views in the US soared last year, growing to 12% in 2012 compared to 2% in 2011, with the majority coming from Apple’s iOS devices, according to a new report. The research, from Freewheel, found that 60% of all mobile video viewing is done on iOS devices. Android devices accounted for most […]

Mobile video ad views in the US soared last year, growing to 12% in 2012 compared to 2% in 2011, with the majority coming from Apple’s iOS devices, according to a new report.


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The research, from Freewheel, found that 60% of all mobile video viewing is done on iOS devices. Android devices accounted for most of the rest, at 32%.
Freewheel’s key findings include:
 The amount of professional, rights-managed video online increased , with total video views seeing an uptick of 23% year-over-year.
 Video ad volume went up 47%, with long-form content (defined as 20 minutes or more) seeing an average of 9.4 video ads per video view, an increase of 6.9 from the same quarter last year. Pre-roll volume increased 45% and mid-roll increased 60%.
 Despite the fact that people are watching more ads, they are watching them to the finish more as well. A 93% completion rate for content over 20 minutes, 81% for mid-form (5-20 min), and 68% for short-form (5 min or less).
 15-second ads have begun to dwindle in favor of 30-second ads. 34% of ads are :15 while 42% are :30, and this flips the script from 2011.
 Non-computer viewing has increased 2% to 12% of all viewing.
 Apple has 60% of the mobile viewing market, Android has 31%.
Rise in long-form content ad placement
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The study also looked at where ads appear (Long, medium and short conent) with 9.4 ads appearing per view of content over 20 minutes long.
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In all, completion rates increased over long-form content from 88% to 93%, mid-form rose from 68% to 81%, and short-form increased from 54% to 68%.
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