More and more consumers are using mobile devices for a number of things, such as posting on social networks, watching videos or catching up on some other form of web content. Today, FreeWheel posted statistics from its Q1 2015 report showing that it’s big in a couple of other areas as well — namely video ad views and completion rates.
AdWeek reports that both of these areas are growing immensely in mobile, as well as through “over-the-top” devices like connected televisions. FreeWheel’s monetization report indicates that they’re at 92 percent in terms of growth, with longform content exceeding over 20 minutes across both devices.
While FreeWheel hasn’t posted the latest demographic for this report, the previous period’s can be found below, and already shows tremendous growth leading into 2015’s numbers, including video ad views be device (in which desktop/laptop has a commanding lead with 67 percent), ad view growth by content duration (in which live content shows a 140 percent increase) and ad view share by content genre (with reality/documentary showing a 23 percent lead, followed by scripted drama at 18 percent and music/trailer at 17 percent).
While the rise in overall digital video ad spending is notable for this year (showing a 33.8 percent increase for 2015 alone), some are still showing concerns that too many ads are going unnoticed, which could be a problem when it comes to overall buying and selling.
eMarketer reports that a November 2014 report from Integral Ad Science, polling both U.S. digital media buyers and sellers, indicates that both aren’t too fond of the Media Rating Council’s viewability standards, although suppliers found them to be adequate at best.
“Every publisher is like, ‘Oh, that’s absolutely fine,’ and every buyer is like, ‘No, it’s not,'” said Ari Brandt, CEO and co-founder of digital ad platform MediaBrix. “I don’t think that chart is going to change any time soon. I’m surprise it’s not 100 percent for the suppliers who say that they’re fine with the standards.”
Viewability rates for 15 and 30 second video ads managed to stay around 51 percent, based on a two-second in-view rate, according to numbers from Moat. This indicates that 50 percent of video ads were viewable overall, leaving a staggering amount unseen.
Innovid also shared its own report, indicating that interactive pre-rolls on broadcast sites show high viewability, with 77 percent overall worldwide, compared to 49 percent through AOL and Yahoo, and 38 percent with other platforms.
So while video ad views are a big hit, there’s more work that can be done when it comes to certain ones that have yet to be seen. Perhaps we’ll see a solution in the months ahead, especially as FreeWheel’s latest statistics emerge.
