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Monday, March 30, 2015
New Study Reveals Video Advertising Insights
Analysis Shows PCs Still Leading in Video Ad Monetization, With Smartphones Second Among Digital Devices, as Mobile Viewing Grows to Over One Third of All Online Viewing
Ooyala, issued its Q4 2014 Global Video Index Report, revealing mobile and tablets now represent more than one third of all online viewing. The report pairs insights on ad impressions, fillrates and ad completions across all devices, derived from a sampling of Europe's top broadcasters and publishers, with Ooyala's global video viewing data from 220 million unique viewers around the world.
Global Engagement On Mobile & Tablets
Mobile and tablets achieved record growth this quarter, touting 34 percent of all online video views. That's roughly double the number of plays in Q4 2013.
Photo by Waag Society
As mobile becomes a primary form of video consumption, ad impressions are starting to follow suit. European market data included in this report shows that for broadcasters and publishers, next to desktops, mobile saw the highest percentage of video ad impressions as compared to all other devices.
Specifically, in December 2014, 35 percent of all online ad impressions for European publishers came from mobile devices, more than doubling the share of tablets at 14 percent, and within reach of desktops at 51 percent. On the other hand, broadcasters saw 12 percent of their ad impressions come from both mobile and tablets, with PCs taking the majority share amount at 76 percent. It comes down to content. Publishers' content can run the spectrum of short to long-form video, conducive to mobile and tablet consumption while broadcasters primarily deliver long-form content.
Ad-Load Opportunity: Viewership Behavior Across Device Segments
In Q4 2014, tablet viewers had the highest engagement of any other device, spending 70 percent of their time with long-form content. Mobile viewers are splitting their time nearly evenly between short-form and long-form content, 54 percent and 46 percent respectively. The growth of long-form consumption on smaller screens has been a constant over the three years this report has been published. Content providers should consider increasing mid-roll ad placements across all of their content as viewers demonstrate stronger engagement on these devices.
PCs had the highest fill rates of all devices across all segments measured, reaching 80% for broadcasters and 69% for publishers.
Broadcasters see the highest rate of ad completions (87%), followed by publishers (71%).
In the month of December 2014:
More than 38% of video plays occurred on smartphones and tablet devices. That's the highest monthly total we've seen in more than a dozen quarters.
December mobile and tablet video plays showed a 15% increase from November. This month-to-month increase is the largest in mobile and tablet video plays since the Global Video Index began reporting video metrics.