More online users have been contributing to the growth of faster growth of advertising views than of online video views themselves.
A report quoted video technology company FreeWheel saying that trend of faster ad views continues despite concerns that consumers would not accept increased ad loads.
Especially for long-form content, that there is no decline in completion rates, despite more video ads per video, the research firm said in the report.
Video ad views grew 128% year over year while video ad views grew 97%, the first quarter that FreeWheel’s data has shown video ad views growing at a rate that’s faster than video viewing. From this Freewheel draws the conclusion that consumers are becoming more and more accustomed to viewing ads while watching online video and that consumers are accepting the integration of video ads in the videos because they so highly value the content those ads support, the report also said.
Interestingly, the report further quoted FreeWheel saying that overall video views on the iPhone and iPod/iPod Touch are on the decline—down 7% and 26% respectively —while iPad and Android are seeing increased consumer adoption by 15% and 7% respectively.