A Season of Growth: Ad Views Up 28% YOY, Video Views Up 37%

With the Summer Olympics and the U.S. presidential election driving online views, Q3 2016 was a hot time. Online video monetization company FreeWheel has released its Video Monetization Report for Q3 2016 and the numbers are strong. Online video ad views were up 28 percent year-over-year, while content video views were up 37 percent. Short-form and live videos did especially well, as people streamed the latest campaign updates or watched the results from Rio.

freewheel2016q3Sports and news videos saw the most growth, of course, with sports up 76 percent and news up 45 percent. Ad views on live news video were up 145 percent. Since the election continued into Q4, FreeWheel says it expects to see that number climb even higher for the next report.

While programmatic gets a lot of attention, it’s still a small part of the whole industry. In Q3, only 7.3 percent of all ad views were sold programmatically. Automated ad sales saw 92 percent year-over-year growth (although that started at a low 5.5 percent of ad views).

“On the other hand, digital pure-plays have embraced automation more significantly (28 percent of ad views). This acceptance is driven in part by the predominance of short-form content, which inherently has less risks associated with managing multiple sales channels than live or long-form content,” the report notes.

Consumer packaged good, retail, and auto are the big verticals investing in online video ads, which FreeWheel notes mirrors linear TV strategies.

Thanks to the Olympics, authenticated ad views as a share of total views grew to 72 percent this quarter, tying the percentage for Q1 (the area took a dip to 68 percent in Q2). Authenticated views rise over time as viewers become more comfortable with streaming content and more familiar using their pay TV login information.

For more results, download the full report (registration required).


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