Ads becoming a routine part of online video viewing

Consumers moving to online video to avoid watching ads are finding less relief and more pitches as the number of ads in digital content grew by about two-thirds between December 2011 and December 2012.

That's the conclusion Video Insider's Daisy Whitney reached after doing a little research into the space.

"You're not imagining that you have more time in between programming," she wrote. "In fact, the number of ads in digital video content has grown by nearly two-thirds year-over-year."

It's a trend that has been documented for some time. In December, comScore reported that about a quarter of all online videos contained advertising--compared to 14 percent in December 2011--and that the amount of time people spent watching ads had grown from 1.2 percent of all minutes viewing video online to 1.9 percent. Those kinds of small numbers add up.

Consumer packaged goods (CPG) led the way in online video, according to Whitney, who sourced Videology's fourth quarter report as noting that CPG accounted for about 24 percent of online video ad spending, followed by automotive markets(13 percent) and retail (12 percent). Not sure what to make of this, but financial services took about 8 percent of video spend, travel 6 percent and electronics 5 percent with restaurants coming in last at 4 percent.

However you break it down, it appears that "we're all seeing more online video ads in the programming we watch digitally," she concluded.

For more:
- Video Insider carried this story

Related articles:
Limelight Networks sees revenue rise on video platform success
AOL's video business attracts 42 million unique viewers a month
Rovio launches advertising division, plans in-game product and brand placement

Suggested Articles

HBO Max has been out in the world for about two and a half months now with no availability on Amazon Fire devices.

In a complaint filed with the FCC, AMC Networks accused AT&T of “attempting to stifle AMC’s ability to compete fairly."

It’s useful to break video piracy down into four categories: theft of content, theft of services, theft of advertising and theft of you.