Viewing on online video adverts grew 28% year-on-year in the third quarter of this year, while video views grew 37%, mostly driven by a relatively higher consumption of short-form content, according to video ad specialist FreeWheel’s Q3 Video Monetization Report.
The growth of short-form content was only eclipsed by the major increase in live viewing, which increased 60% year-on-year, again driven largely by Olympics and news coverage.
Short-form and live content achieved high double-digit growth, with the Olympics and US election driving much of that traffic.
Sports and News categories grew by 76% and 45% respectively.
Live news ad views, fueled by US election coverage, grew by 145%.
Set-top ad viewing grew by 103% to take a 16% share in the US, compared with 6% in Europe.
Long-form content, which has shown double-digit growth since FreeWheel started producing this report in 2010, continued to increase – 18% year-on-year – as more consumers chose to watch shows in non-linear environments.
Despite short-form growth, long-form continues to be the dominant driver of ad views with a 41% share even in the US, where short-form content accounts for a greater proportion of ad views than in Europe. In Europe, long-form accounted for 88% of ad views in the quarter.
Programmatic buying and selling remains relatively small in relation to video. While programmers are transacting with more automation, which saw 92% year-on-year growth, automatic trading remains small part of the overall monetisation strategy, representing 7.3% of ad views, according to the report.
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