Most Smartphone, Desktop Video Ad Views Support Short-Form Content - eMarketer

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Most Smartphone, Desktop Video Ad Views Support Short-Form Content

Long-form content accounts for more ad views on tablets

December 7, 2015

Most digital video ads viewed on smartphones and desktop or laptop PCs are served against short-form video content, suggesting that digital viewers are mostly accessing shorter, more snackable content on these devices.

US Digital Video Ad View Share, by Content Length/Type and Device, Q3 2015 (% of total ads served by FreeWheel)

Q3 2015 research from FreeWheel found that 69% of digital video ad views served by its platform to smartphones occurred while users watched content shorter than 20 minutes. Additionally, 59% of digital video ad impressions on desktop and laptop devices supported short-form and mid-form content.

On tablets, digital video ads were more likely to support long-form viewing—clips longer than 20 minutes. And the largest share of video ads on over-the-top (OTT) devices supported live content, which involved 61% of digital video ad views.

Average Time Spent per Day with Digital Video by US Adults, by Device, 2012-2017 (hrs:mins and CAGR)

There’s no denying that the average time users are spending on digital video is growing year-over-year.

In 2015, US adults will spend an average of 12 minutes per day watching digital video on their smartphones and an average of 14 minutes on their tablets. Time spent on desktop and laptop is higher, with US adults spending an average of 24 minutes per day watching digital video.

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