Chart - Long-Form Video Ad Loads & Completion Rates

Recent data from comScore has shown that online video ad viewers are seeing a growing frequency of ads this year. New research from FreeWheel confirms that the same trend is occurring when looking specifically at multichannel video programming distributors’ videos, as publishers try to replicate TV ad loads online without turning off viewers. During Q3, FreeWheel says that the typical long-form (20+ minutes) video view carried 11.6 ads, up from 9.1 on average during the corresponding period last year. Ad completion rates haven’t suffered.

At 91%, the video ad completion rate for long-form content is essentially unchanged from Q3 2012′s 90%, despite viewers seeing 30% more ads this year. Concurrent with these trends is a continuing move towards TV-length ads during long-form content, a shift first explored in FreeWheel’s Q2 report. According to this latest quarterly offering, 65% of ads during long-form content are now 30-second creative. Interestingly, 30-second ads now comprise 49% of ad views for short-form content, too. Separately, the research indicates that viewers are now seeing a pre-roll ad roughly for every other short-form video they watch. Read the rest at MarketingCharts.