More challenges to received wisdoms and definitions about traditional and alternative TV have emerged in the latest FreeWheel Monetisation report.
In its quarterly round-up of trends observed around monetising professional video, FreeWheel found that in Q2 2013 tablets and over-the-top (OTT) online video devices are more aligned with TV-style viewing habits, with long-form content generating approximately 45% of total ad views.
The data also showed that even though the mobile platform in general continued to show strong growth, comprising 13.2% of all views in Q2, its monetisation has been a challenge, with mobile totalling only 5.6% of total ad views. 30-second ads comprised almost half of all ad views with viewers completing :15 and :30 second ads at nearly identical rates.
Overall in the quarter, video views increased 38% year-over-year with both linear and digital and digital pure-play publishers seeing significant video view growth across all lengths of content. Digital pure-play drove over four-fifths of ad views from short-form content, while linear and digital has released and monetised a more diverse content mix.
Long-form ad loads for linear and digital rose 12% year-over-year, while mid- and short-form ad loads remained flat. That said, long-form content was shown to be growing at half the rate of short form.
Summing up the trends, FreeWheel said that it continued to see evidence of movement toward linear TV viewing experiences and monetisation strategies, reinforcing its belief that the industry continues to work toward linear and digital convergence.