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BizReport : Mobile Marketing : August 09, 2012

Report: Mobile consumption of professionally produced video doubles

Video advertisers pay attention: the end-product of your ad, editorial piece or funny content clip needs to look good. Good camera angles, good picture quality and good sound quality. According to new data from FreeWheel the mobile consumption of professionally produced video content doubled in Q2 2012.

by Kristina Knight

Along with the viewership of this content comes the face that more ads are being seen - and if the ads are lower quality the viewers will notice. That could leave a very bad impression.

According to the FreeWheel Video Monetization Report:

• Video views increased 10% YoY, ad views increased 68% YoY
• On average, video loads for long-form content were 6 per (Q1 2012) and 8 per (Q2 2012)
• Ad completion rates increased to 91% in Q2 (long-form) and 80% (mid-form)
• Mid-roll and post-roll ad formats showed the biggest increases

Viewing on PC/Mac also saw strong increases, doubling between Q1 and Q2.

"The advertisers demand for ad placements in professional digital video content is growing so rapidly that for the second consecutive quarter its growth outpaced the growth of video viewing," was written in the report. "This represents an extraordinary opportunity for video content producers: there are dollars available to support the production of this content and indeed, they need to continue to increase their supply."

In July comScore reported 11 billion video ads were viewed; more than 33 billion pieces of video content were viewed (June, 2012) for the reporting period. In the US more than 84% of US online adults are watching online video. The average content length is 6.8 minutes while the average video ad comes in at 0.4 minutes.

Tags: comScore, FreeWheel, mobile content, mobile marketing, mobile trends, mobile video, video trends

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