A report issued by Ooyala, a Telstra subsidiary, says that 34% of all online viewing is performed on tablets and mobiles.
The “Q4 2014 Global Video Index Report” says it has provided the first analysis of advertising data from its video ad-tech company Videoplaza. The report looks at ad impressions and other data from across all devices and is obtained by sampling information from European content providers and over 220 million viewers globally.
This number is said to double last year’s corresponding period and quadruples the year before that. Since Ooyala started its records 13 years ago, this is a number 16 times initial figures.
“This trend is indicative of the huge opportunity broadcasters and publishers now have to personalise experiences for mobile-minded audiences, including both content watched and ads delivered,” says Jay Fulcher chief executive officer of Ooyala. “As phone screens continue to grow and data and pricing plan strategies are optimised to encourage better on-the-go video experiences, companies with strong mobile-first strategies will be the best positioned to maximize their reach and their revenues”
The trend shows that ad impressions are following the trend of video consumption on mobile devices and is second only to desktop viewing. In December 2014, these numbers were 35% and 51% respectively. This is encouraging for content developers to supply video from short form to long form designed to take advantage of mobile technology.
Tablets are the preferred device at this point over mobile phones with a 70% reach, and the division of viewing between long form and short form content is very close at 54% and 46%.
By comparison, connected TV viewers tend toward long form viewing, watching video in excess of 60 minutes in length. PC’s have the highest number of all devices with an 80% success rate for broadcasters and 69% across the board.
