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Short-form continues domination of video ads

Research from ad technology firm FreeWheel Technologies has revealed the enduring and overwhelming domination of the online video industry, something which going forward may limit monetisable inventory.

Breaking its regular survey of the online video advertising market into two sectors —digital pure-play as well as digital and linear providers such as TV networks — FreeWheel found that of the digital-only suppliers, 86.2% of total video views were short-form under five minutes in duration, 11.9 mid-form between five to 20 minutes and only 1.9% the more monetisable long-form. For those with linear services as well, 86.7% were short-form and only 6% long-form. In terms of ad views, the two types of companies are split almost 50/50 for Q1 2013.

However, FreeWheel revealed that year-on-year, digital pure-play firms' ads view rose 43% whilst those from the linear background grew by only 5%. Both types of firms combined provided a total of around 11 billion ad views in the quarter.

Offering an interesting glimpse of the changing shape of the adverting market, the data also showed that nearly a fifth (19%) of Q1's video views were from non-PC, a huge rise for the 3% recorded 12 months earlier. Apple iOS devices such as the iPad and iPhone were accountable for 70% of mobile/tablet views.

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