Premium video continues to drive new scale across a wider expanse of screens, content and viewers, concludes the Q3 Freewheel Video Monetisation Report.
The survey showed video ad views and video views each growing at a rate of 28% year-over-year, with long-form on-demand and live content, up 30% and 113% in Q3 2015 respectively.
Almost half of ad views were found to have originated from outside of desktop and laptop environments, with over-the-top (OTT) devices and smartphones leading such growth. Programmers enabled for set-top-box video on demand (STB VOD) ad insertion saw an average of 18% of their volume come from this platform, making it the second largest device in video ad delivery.
Ad views from TV everywhere (TVE) products grew by 242%, with 65% of all ad views coming from behind authentication walls. For European programmers in, inventory composition between OTT, smartphone, and tablet devices mirrored that of the US.
In terms of genres, Freewheel found that entertainment amassed the largest number of video ad views throughout a day on long-form content, with news and sports winning back share during the morning and primetime.