Smartphone, Tablet, Console Video Viewing Doubled in Q2: Report

Viewing premium video on mobile or connected devices has taken off a lot faster than many would have predicted. That's the finding of a Q2 2012 report just released by video advertising management software company FreeWheel. All totaled, viewers watched over a billion premium video streams on smartphones, tablets, and game consoles that quarter alone, double the number for Q1 2012.

FreeWheel also found that online video ad loads are rapidly nearing parity with television. Videos viewed for longer than 20 minutes result in nearly 8 video ads shown. Viewers are willing to accept the increase in ads: the report found that video ads in long-form content had a 91 percent completion rate.

With the rise of long-form video content, the use of mid-roll and post-roll ads grew faster than the use of pre-roll ads. Longer content has more slots for mid-rolls, and more ads are being shown per slot. FreeWheel found that content video views increased by 10 percent, while ad volume increased by 68 percent in the same period.

FreeWheel's findings come from nearly 12.5 billion content video views and over 10.1 billion ad views that involved the company's flagship Monetization Rights Management product. Viewers were global, although mostly in the U.S. Download the full Q2 2012 report for free.

For more on the report findings, watch this video with FreeWheel vice president of marketing JoAnna Abel (used courtesy of Beet.TV).

Despite Increased Video Ad Loads, Completion Rates Are High

A Q1 report from FreeWheel finds that viewers accept more ads, and that the Xbox is coming on strong.

11 May 2012