Written by FreeWheel has released a new report that highlights video viewership trends in 2012, based on aggregated data from the company’s entertainment clients, including FOX, ESPN, VEVO, and AOL, among others. The company says its findings are derived from more than 13.5 billion video ad views. Among the major findings:
Web video ads are becoming more like TV spots: In 2012, the standard 30-second TV spot became the most used format on the web (42% of all digital video ads). This is at the expense of 15-second spots, which now account for 34% of video ads.
Ad volume continues to grow: Q4 video ad volume rose 47% year-over-year, fueled largely by holiday spending and increased ad loads. In fact, web videos of 20+ minutes now have 9.4 video ads per video view, which FreeWheel says is the most since it began reporting this data in 2010, and up from 6.9 per video view during Q4 2011. Q4 pre-roll volume increased 45% year-over-year and Q4 mid-roll volume jumped up 60%.
Video ad completion rates are at an all-time high: 93% for long-form content (20+ minutes); 81% for mid-form content (5-20 minutes); and 68% for short-form content (less than 5 minutes).
Video viewing on non-PC/Macs is growing, and iOS is leading the charge: In Q4 2011, viewing on devices like smartphones, tablets, and gaming consoles accounted for 2% of total video viewing volume. By Q4 2012, that number is up to 12%. More than 1.8 billion video views occurred on these devices in Q4 2012. Apple devices continue to dominate, with iOS devices accounting for 60% of non-PC/Mac video viewing. Android devices represent 32% of such video viewing.
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