Ad placement (and viewing) in broadband content is increasing significantly. That’s true not only of long-form content (e.g., the average TV episode and anything longer) but also of short-form content (e.g. the average YouTube commercial), as well as everything in between. In terms of ad placement and ad viewing, the resemblence of digital television to traditional TV is growing, observes FreeWheel.
“We observed considerable growth in ad views on live content, up 148 percent year-over-year,” the company said. “While this is largely driven by Live Sports, News and Simulcasts continue to present opportunities for publishers to monetize live content across devices. In addition, live ad viewing has doubled in share over the past year, up from 5 percent to 10 percent of the total share for Programmer / MVPDs. Despite this significant growth, we believe there is still significant opportunity for publishers in this area.”
Freewheel also observed that more and more people are using their tablets for viewing linear content.