Report: Online, TV viewing becoming similar

Some interesting findings from the Freewheel report include:

• For long form content online and TV are mirroring with 3.7 ads shown in mid-roll breaks
• On average long form content ads are :30
• Long form content ad views increased 35% YoY, long form accounts for about half of all video ad views
• Short and mid-form content ad views increased 17% YoY

As for live events, the report indicates online is becoming the place to go for live content - sporting events, award show red carpet events and other tent pole events. According to Freewheel's data live ad views increased more than 200% YoY and accounted for nearly 20% of all ad views.

Meanwhile, Over the Top (OTT) devices are beginning to lead the way. Freewheel's data shows desktop and laptop monetization still holds a significant lead (76%) over smartphones and tablets (12%, 7% respectively), but OTT devices gained 236% between Q2 2013 and Q2 2014.

"TV viewing habits are most closely replicated on tablet and OTT devices," write the authors of the report. "63% and 70% of ad views come from long form and live content [tablet, OTT devices]. Desktop computers, laptops and smartphones are used for viewing shorter content: 69% of desktop computer and laptop ad views and 65% of smartphone ad views are on content under 20 minutes in duration."

Image via Shutterstock

Tags: Freewheel, online video, video advertising, video content, video trends