Dive Brief:
- Ooyala, the mobile advertising platform, released a report based on metrics of its more than 500 customers that found mobile ad views are up 100% over last year, and 367% over last two years.
- Smartphones are the primary driver of this increase according to the report metrics.
- The trend is for mobile video consumption to account for over half of all online video views by Q3 of this year.
Dive Insight:
Mobile video consumption continues a rapid growth trend, particularly driven by mobile video views, according to a report based on data from mobile advertising platform Ooyala’s customers. The report also found that mobile devices are a key driver of this staggering increase, with smartphones accounting for four times more views than tablets as the main mobile platform for online video.
The type of device also had an impact on views of long-form content -- defined as 10 minutes or longer -- with 59% being viewed on tablets, 43% percent on connected TVs, 37% percent on smartphones and 35% on desktop computers. Other findings in the report include video ad trends (based mostly on European stats) with desktops leading other formats across all KPIs (key performance indicator) including ad impressions, fill rates and completion rates.
Results from this report should interest marketers because video is seen as the leading type of content marketing collateral. The report found almost 90% of video ads delivered on PCs were completed compared to 89% for tablets and 79% for mobile devices overall.