FreeWheel Video Monetization Report
Q3 2010 Trends
Professional digital video - more like TV than ever before
This report was derived from nearly 6 billion video views and over 3 billion video ad views (pre-roll, mid-roll, and post-roll) per quarter and spans Q1 through Q3 2010.
It represents one of the larger data sets available to reflect the usage and advertising monetization of professional video content; 25% of all video ads served in the U.S. using comScore September data.
As such, the data gives valuable insight into consumer usage of television content in the wired and wireless Internet universe and how brand advertisers are employing it.
In this first report, we establish a baseline of activity in terms of ad placements employed and the completion rates by ad placement
A few statistics
- Pre-roll ads comprised 91% of all video ads in Q3 (pre-roll, mid-roll, post-roll)
- Mid-rolls comprise 8% of all video ads in Q3, but saw a 693% growth rate from Q1 to Q3 2010
- In Q3, 90% of anyone who started watching a mid-roll ad completed it
Key findings
- Professional video content delivered through the wired and mobile web is being increasingly monetized and consumed like television
- While the majority of ads are pre-rolls that appear before content, ads that appear within content – mid-rolls – are the fastest growing ad format in the market, indicating that ad loads are becoming more like television
- Consumers are becoming more accustomed to viewing ads before and during content, reflected in the increasing video ad completion rates
- In comparison to user generated content, the value exchange between the consumer and the media companies for professional content is understood: professional video content advertising has high relative completion rates
Our POV
FreeWheel Thought Paper: Making Money from Mobile Content
Wish you had a playbook for how to take your prized, rights-managed content and successfully syndicate it to mobile devices? Download our guide for how to make critical decisions to best execute against your mobile syndication objectives.
Why FreeWheel?
We build technology to make sure those in TV, movies, music, and sports profit from their professional content.
Read More
-
What's the big deal about FreeWheel?
Our technology helps the largest entertainment companies profitably syndicate and scale content.
Learn more