More than 1 in 8 digital video ad views for premium content in Q3 came via OTT devices (e.g. Roku, Apple TV, Chromecast), with this representing the fastest increase of the various devices tracked per FreeWheel’s latest quarterly report [download page]. Overall, almost half (48%) of ad views came outside of desktop and laptop environments, per the study, up from about one-quarter during the year-earlier period.
Newly tracked this quarter were STB VOD, which accounted for 6% share of video ad views overall but 18% among those Programmers who had enabled the environment.
In other results from FreeWheel’s report:
- Consumption of TV-style content continues to grow quickly, with live content viewing up 113% year-over-year and long-form (20+ minutes) viewing up 30% year-over-year;
- For Programmers, more than half (61%) of ad views came from live (32%) and long-form (29%) content;
- In looking at content categories, Entertainment and Kids verticals skewed towards long-form viewing, while News and Music skewed heavily towards short-form content and Sports leaned towards live consumption;
- Authenticated viewing continues to rapidly increase, with almost two-thirds of Programmer long-form and live viewing coming via authenticated channels;
- Among OTT devices, Apple TV accounted for 38% share of ad views in Q3, ahead of Roku (31%) and gaming consoles (20%); and
- While most ad views on desktops/laptops (59%) and smartphones (69%) came during short-form content, the bulk (61%) of ad views on OTT devices were during live viewing.
The following is a brief list of other intriguing data points culled from recently-released research.
- Keeping with the video theme, but turning to TV, a recent TiVo survey finds that virtually all TV viewers multitask while watching, and 62% multitask during commercial breaks every time or almost every time they watch TV. Slightly fewer than one-quarter report watching the ads during a commercial break, down from 29% last year, and almost two-thirds of DVR households say they fast-forward through TV commercials. The TiVo survey was completed by 806 adults who reported watching video in the past month on any device and who were the primary or shared decision-maker when purchasing electronics in their household.
- Sticking with video, survey results from Clearleap suggest that more Millennials (18-29) use a streaming service (70%) than subscribe to cable (64%). Of note, just 3% of cable subscribers reported considering canceling their subscription because they had signed up for a streaming service, indicating that they don’t see OTT services as being a replacement for pay-TV.
- TV viewing is “stronger than ever,” but it has fragmented across devices and platforms, reports comScore in a study performed with the Coalition for Innovative Media Measurement (CIMM). The study – based on 10 media brands – finds that multi-platform users are more heavily engaged with TV than their TV-only counterparts; in other words, viewers who watched the network on TV and visited it online watched more of the network on TV. The full study is available here [pdf].
- Switching gears, a recent survey from Visually finds that only 38% of marketers are “very” or “extremely” satisfied with the content produced by creative teams. Creatives surveyed feel that marketers can improve most by better estimating the scope of work (40% found difficulty working with marketers on this), giving feedback and iterations (32%) and agreeing on a timeline (26%).
- 8 in 10 consumer brands responding to a survey from Salsify say that they plan to see more SKUs through their own website, which makes sense considering research from BrandShop suggesting that consumers want to buy products directly from brands rather than from third-party retailers.
- Advertisers aren’t shying away from investing to reach Millennials, per data from Turn, which shows that advertisers on its platform are spending 500% more to reach Millennials than all other groups: 4 times more on display; 4 times more on social; 4.5 times more on mobile; and 6 times more on video.
- Finally, Phil Schiller, SVP of Worldwide Marketing at Apple, is the most influential CMO in the world, according to a study from Forbes, ScribbleLive and LinkedIn. To arrive at the scores, the ScribbleLive Insights platform analyzed over 100 million articles from news, blog and social media sources, identified opinions from and reactions to the selected CMOs, and calculated a proprietary influence score based on the people or entities reacting to an opinion.
Have a great weekend!