Chart - Video Ad Completion Rates By Video Length, Q1 2011-Q2 2012

Digital video ad views continued to grow at a faster pace than video ad views in Q2 (68% vs. 10% year-over-year), per a FreeWheel study released in August 2012. And despite the number of ads per long-form video reaching 7.96 for the quarter, up from 6.29 the previous quarter, video ad completion rates for long-form content also grew to 91%, from 85% in Q1.

Video ad load increases are particularly evident for long-form content, which served just 3.1 ads per video in Q2 2011, compared to this past quarter’s 7.96. Despite this massive growth in ad loads, completion rates have also improved, from 81% a year ago to 91%, indicating that consumers are becoming more comfortable watching ads in exchange for professionally-produced content (the data in the report represents only video that is rights-managed: aggregate monetization data for professional content from FreeWheel’s customers, and does not reflect trends for user-generated content.) Read the rest at MarketingCharts.