Consumers are becoming more receptive to online video advertising, with greater numbers watching full ads that are loaded to content.
The findings appear in the latest FreeWheel Video Monetization Report, which draws data from the analysis over 45 billion video and 28 billion ad views.
Consumers watched twice as many ads during videos exceeding 20+ minutes in the last three months of 2011 compared to earlier in the year.
More consumers are watching video adverts all the way through too. Completion rates for ads stood at 94 per cent in quarter four, according to research.
This was slightly higher than the 12 month average of 88 per cent.
Aggregated data was drawn from video sites including ESPN, AOL, Vevo and CBS. Researchers found there are around seven video ads per long-form video, which is nearly double that of early 2011.
Ad viewing growth (49 per cent) also outpaced video viewing growth (47 per cent), underlining the growing monetisation of the online video content format.
“Producers of professional digital video content are now using advertising to monetise the majority of the content they place into the market,” according to FreeWheel vice-president of marketing JoAnna Foyle Abel.
FEB
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With 10 years in online marketing and a wealth of experience in both B2C and B2B online marketing, Chris is responsible for ensuring all forms of digital marketing are explored and delivered for clients effectively. He is always looking for new ways to increase clients online opportunities including social media, conversion techniques, search engine optimisation and paid search.