More online video ads are being viewed by people watching authenticated pay-TV programming than ever before, according to figures from FreeWheel.
"We have seen a dramatic spike in the authentication rate from 5% of long-form ad views in Q4 2012 to just over 14% in Q3 2013," FreeWheel's Q3 2013 Video Monetization report found.
Syndicated video is a key driver of ad views for digital pure-plays and is increasing for MVPDs, Freewheel reports.
Though the numbers indicate authenticated, or "TV Everywhere" viewing is increasing, they also show there is still plenty of room for improvement. More than 85 percent of ads served with long-form content that was at least 20 minutes long occurred on non-authenticated sites.
That's despite a rise in the number of ads TV networks and pay-TV distributors are attaching to the shows they make available online, the report found. Overall the ad load, or the number of ads associated with a particular piece of content, increased 30 percent from a year earlier to 11.6 in Q3, FreeWheel found. The increase in the number of ads, which is approaching the level found on traditional TV, has not hurt completion rates, the report said.
The vast majority of online video ads are still viewed on a PC, the FreeWheel numbers show. But viewing on mobile phones, tablets and TV-connected devices like game consoles is growing.
- download the report
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