Online Video Ad View Share By Device & Duration, Q3 2014 [CHART]

With their lean-back vibe, tablets were more popular for long-form video. Content longer than 10 minutes accounted for nearly 70% of time spent watching tablet video—more than the 63.0% share for desktop. And tablets beat out their larger-screen rival for 30-minute-plus content as well, which accounted for 38.4% of time spent with tablet video, compared with 30.4% for desktops.

These results are relatively in line with Q3 2014 data from FreeWheel, though here, smartphones and PCs showed more similar results. Fully 71% of video ad views on smartphones in the US were from content that was shorter than 20 minutes in length, and this portion came in at 70% for desktops and laptops. Ads viewed on tablets were more common during content longer than 20 minutes, accounting for 57%, compared with 43% for under-20-minute videos. Read the rest at eMarketer.