Long-form content has its day in the sun as ad views jump 43%, FreeWheel says

Views of video ads on long-form content jumped 43 percent in the fourth quarter of 2014, according to FreeWheel's latest report.

FreeWheel ad view growth

(Source: FreeWheel Q4 2014 Video Monetization Report)

The upward movement in that segment, compiled by the Comcast (NASDAQ: CMCSA)-owned digital advertising technology vendor as part of its quarterly Video Monetization Report, was part of an overall 25 percent year-over-year climb in digital video ad views.

"This strong growth continues a trend we have observed over multiple quarters as viewers replicate the TV experience in the new digital living room and outside the home," FreeWheel said in the report.

Long-form content, which the company defines as video running longer than 20 minutes and which includes live-streamed content like sports events, is increasingly taking its place among connected consumers.

"While Digital Pure-Play volume is still very much driven by video clips and music videos (short-form videos accounted for 85% of their video ad views), long-form content is poised to increase share as digital-first Publishers make original content a strategic priority," FreeWheel concluded.

Short-form content is also continuing to post gains in ad views as advertisers find new ways to package their ads into bite-size clips to better fit the viewing format. For video running between 0 and 20 minutes in length, classified in the study as short- and mid-form content, video ad views climbed 19 percent in the fourth quarter.

FreeWheel's clients include pure-play online video companies like Crackle, AOL and Vevo, as well as several traditional TV players.

For more:
- view the report
- Digiday has this story

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