Consumers Watch Increased Ad Load on Premium Video, FreeWheel Reports

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By on 08/07/2012 8:58 PM @daisywhitney

The number of video ads in long-form digital programming grew by one-third, quarter over quarter. That's the finding of online video ad technology provider FreeWheel's latest report on viewing habits that detailed a rise in video ads from 6 in the first quarter of the year to 8 in the second quarter in content twenty minutes or longer, says JoAnna Abel, VP of Marketing at FreeWheel in this interview with Beet.TV to discuss the report.

That increase is particularly promising as it underscores the monetization opportunities inherent in long-form, premium video content, Abel explains in the video interview. Even with the addition of more ads, consumers are still watching all the way through most of the time, she adds. Completion rates for long-form content are the highest they've been since 2010, clocking in at 91%, she says.

FreeWheel also found that video viewing across devices has leapt quarter over quarter, with 8% of video viewing now taking place on smartphones, tablets, gaming consoles and other non-PC devices, up from 4% in the first quarter, Abel tells Beet.TV

FreeWheel and NBCOlympics.com

FreeWheel is managing video advertising around the live streaming and on-demand clips of the London 2012 Olympics on NBCOlympics.com.   Please see our report.

 

Daisy Whitney

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