2102 may well end up being the year of online video and in particular the year of monetisable content, says the latest edition of The FreeWheel Video Monetisation Report.
Basically, the Q3 version of the report - comprising almost 14 billion video views and over 10.7 billion video ad views during the quarter - found that advertiser demand for video ad placements in rights-managed digital video content continues to grow, and that for the third quarter in a row the growth of ad viewing outpaced the growth of video viewing.
Specifically, it revealed that viewers are watching more rights-managed content online, resulting in 17% year-on-year growth rates with the market for video advertising, that is to say video ad view volume, outpacing video viewing increases with 49% year-on-year growth.
As one would expect, long-form content, defined in the survey as being 20+ minutes in length, continues to carry the heaviest ad loads, with an average of seven video ads per video, and long-form content boasts the highest video advertising completion rates of any length of video at 93%, the highest rates since this data has been reported.
Yet the survey also revealed that the vast majority of professional, rights-managed video content viewed online continues to be short-form, less than five minutes in length, comprising 87% of total views in all. Mid-form content, of 5-20 minutes duration accounted for 11% of total views, and long-form content comprised only 2% of total views.
Confirming other recent surveys on online video, FreeWheel found that on-demand video viewing is increasingly an everywhere experience, with viewing on non-PC/Mac devices more than tripling since Q3 2011. In Q3 2012, over 1.3 billion video views were made on smartphones, tablets, game consoles, and other portable devices. Apple devices make up more than 60% of all non-PC/Mac video viewing, but Android devices have seen major gains in the past several quarters.