Get our RSS feed
Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Beyond Marketing
BizReport : Advertising : February 12, 2013
FreeWheel: More made-for-tv ads going online
While more original programming is hitting the online video space, for ads, more brands are using existing content to get their message across. According to new data out from FreeWheel, the 'standard' :30 TV commercial became the most used video ad format (online) in 2012.
According to the FreeWheel Video Monetization Report:
• Video views increased 23% (2011 to 2012)
• Video ad volume spiked 47% (2011 to 2012)
• Long form content has a 93% completion rate (20+ minutes)
• Mid-form content holds an 81% completion rate (5-20 minutes)
• Mobile/gaming devices make up 12% of total video views
The report also found that, in long form content, there are now an average of 9.4 video ads, an increase of 36% YoY. Interestingly enough, completion rates also continue to be high - even with the addition of more ads per view.
"Overall, the very high completion rates indicate that there is still some room for higher ad loads in rights-managed content, no matter what the length," was written in the report. "In keeping with the increased ad loads, ad length is following that which is most common on broadcast: the :30 video ad rose in dominance over the :15 ad, which was once considered more suitable for digital video."
Meanwhile, non-PC based viewing is also on the rise.
"Video viewing on devices beyond the PC and Mac has seen significant increases in the past year," was written in the report. "In Q4 2011, viewing on devices like smartphones, tablets and game consoles was only 2% of total video viewing volume, and by Q4 of 2012, this number rose to 12%."
Mobile devices accounted for nearly 2 billion video views in 2012.
Tags: FreeWheel, online video trends, tv advertising, video advertising, video monetization
Tweet
Subscribe to BizReport
Please enter your e-mail here:
Latest Headlines
- Younger B2B buyers' online purchase behavior ignored by suppliers
- Portrait of an affluent consumer
- U.S.: 41 billion online videos watched in May
- Accenture: Execs have tech, need talent to make sense of data
- Study: More people working on home To-Dos from work
- Study: Mobile users will wait
- SendGrid launches email service
- IAB UK: Fashion retailers perform best in mobile marketing
Featured White Papers
- Transforming Brands into Media Outlets
Storytelling has been around forever, but businesses today need to capitalize on a variety of new tools to tell their... - 8 Key Plays For Sales Success
Pull ahead of your competition by learning best practices for incorporating these new technologies into your daily sales & marketing... - How to Drive More Traffic Without Increasing Budget
Counterfeiters are adept at mimicking top brands' digital marketing strategies by building pay per click (PPC) campaigns that exploit both... - Explain What You Do: How a simple explainer video increased online conversion by 20%
In this case study we examine the explainer video for Inbenta, a natural language processing service operating in a highly... - 7 Reasons To Consider Responsive Design For Your Companys Next Generation Website
In this white paper, learn the 7 reasons to consider responsive design for your company's next generation website. With the... - Forrester Report: Digital Customer Experience Trends to Watch 2013
Digital touchpoints support an increasingly large percentage of the overall customer experience. 2012 saw the emergence of several important digital... - Improving ROI with Marketing Optimization
The requirement to juggle multiple constraints and considerations is an inescapable part of the marketing equation. Marketing executives need a...