Written by FreeWheel has published its latest quarterly Video Monetization Report, which indicated that viewers continue to accept an increased number of ads in order to view long-form content (20+ minutes).
In fact, there are now nearly seven video ads per long-form video, which is more than double the ad load from early 2011. In addition, Mid-roll video ad placements witnessed the biggest growth in 2011.
The report analyzed more than 45 billion video views and nearly 28 billion ad views, based on aggregated data from FreeWheel’s customers including: ESPN, Discovery, AOL, VEVO, Turner, FOX, CBS, A+E Networks and more. Here are some other interesting findings:
From Q1 to Q4, video viewing grew 47% while ad viewing grew 49%. However, the ratio between the two has recently narrowed: by Q4, three-fourths of all digital video content had a video ad associated with it, up from just over half in Q1.
The iPad has its own viewing dayparts distinct from other wireless devices and wired/broadcast viewing: an early primetime during the morning commute (7am to 10am) and a second primetime between 9pm and 11pm.
Professional video viewing dipped in Q4, partly due to seasonal viewing patterns and a dearth of new, professionally produced content showing up in linear and digital markets.
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