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OTT, STB boost video ad viewing
Monetization of digital content across devices other desktops and laptops reached nearly 50% of video ad views in Q3 2015, according to FreeWheel’s latest Video Monetization Report.
The findings of the report, which explores trends in premium video in the US and Europe, were discussed at the Future TV Advertising Forum and also showed that the trend was driven by strong growth in OTT.
Though accounting for 13% of the ad view share, the figure was 157% up the corresponding quarter in 2014. Smartphones claimed 19% (+67% year-on-year), tablets 10% (+42%) and STB VOD, included for the first time, 6%.
The report notes that for programmers that have enabled STB VOD, the box in the living room accounted for 18% of total video ad views. This made it the second largest device following the desktop and laptop.
In the OTT market in the third quarter, Apple TV (38%) and Roku (31%) accounted for 31% of total ad views.
They were followed by gaming consoles (20%), Chromecast (9%), smart TVs (1%) and Amazon (1%).
The report also says that the authors are very encouraged by the STB and OTT numbers in Q3.
These, in their view, are a strong indication that premium content is now finding its way into the living room but with all the benefits of the digital world.
