Where the Viewers Are, Where the Ads Are: FreeWheel Q2 ’14 Report

Between Q2 2013 and Q2 2014, overall online video viewing grew 28 percent, says the latest quarterly report from online video monetization company FreeWheel. How much did online video ad views grow in that same period? Also 28 percent.

FreeWheel2014Q2The release of a new quarterly report from FreeWheel is a chance for online video marketers and advertisers to study exactly how the area is progressing. One notable trend is that live video is coming on strong online. Year-over-year, ad views on live video saw a growth of 201 percent. In Q2, 81 percent of all ads in live video occurred in sports content, aided by events that included the World Cup, NBA playoffs, and NHL playoffs.

For on-demand video ad views, no area dominates: Ads on news video counted for 21 percent of the total, followed by documentary/reality content at 20 percent, and sports at 15 percent.

So where are viewers watching these ads? In Q2, 76 percent of video ad views occurred on desktops and notebooks, which is a decline of just 1 percent year-over-year. Over-the-top devices (such as set-top boxes) counted for a small percentage (4 percent) but that was a huge rise from the previous year (up 236 percent). Also, smartphones counted for 13 percent of views (up 93 percent year-over-year) and tablets counted for 7 percent (up 26 percent year-over-year).

The report also covers ad loads in online video, shows which devices enjoy the best pre-roll monetization rates, and documents the growth in authenticated viewing. Get the full report for free (registration required).


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