Sports and “youth friendly” TV shows have unquestionably been the most immune to our new-age viewing habits. Unlike extremely popular television shows that continue to fail outdated viewing expectations, the viewing number for online videos and the ads that come with it continue of such content to rise. And with hugely popular events like this year’s London Olympics, online and mobile viewership as a whole, is going up and up.
For most viewers, advertisements are seen as a nuisance, a nuisance that sometimes carries some entertainment/informational value. So when given the choice between watching television events on first broadcast or recording and watching later, more and more people are opting for the latter, simply to avoid commercials.
Luckily for advertisers there isn’t a trusted method of recording online airings or skipping pre-roll or more traditionally slotted online video ads. Online and mobile video is actually proving to be a platform where advertisements can actually thrive. Since television ads are more expensive and must adhere to strict time constraints, online ads tend to be a little more creative and can run quite long.
A great commercial like this Nike spot below is purposefully overlooked on the television, but online, its sought out and admired.
According to a new report by FreeWheel, online viewership is doing wonders for long form ads. The company’s data contains nearly 12.5 billion video views and over 10.1 billion video ad views during the quarter and is “one of the largest pools of data available on the usage and monetization of professional video content.”
Some things to note:
- Viewers of full-length episodes watched 91 percent of ads slotted within that time frame
- Video views from devices such as smartphones, tablets, and gaming consoles topped one billion in Q2 2012, doubling since Q1 2012
- Total ad views were up 68 percent year-over-year
- Video ad completion rates for all content lengths increased since Q1 2012