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TV Everywhere Ads Surge in Q4

Most Ad Dollars Come From Current TV-Season Fare 3/02/2015 8:00 AM Eastern

While there’s no shortage of TV-everywhere critics, evidence continues to show that authenticated multiscreen video is picking up the pace on the advertising front.

 

Aided by “must-watch” live streaming and binge viewing of T V series, TV everywhere ad viewing soared 591% in the fourth quarter of 2014 versus the year-earlier period, according to new data from FreeWheel, the Comcastowned online ad technology firm.

 

The report, based on billions of video views from programmers and multichannel video programing distributors, also found that authenticated viewing accounts for 56% of long-form (defined as 20 minutes or more) and live-content monetization.

 

Most monetization in Q4 came by way of a TV show’s current season (94%) versus archival content (6%), compared with 86% and 14%, respectively, in the previous quarter.

 

The ad tech vendor said 23% of programmer ad views were via live content, with the bulk of them (83%) coming from sports, versus news (12%), scripted dramas (3%) and comedy/variety shows (2%).

 

On the device front, PCs are still the biggest draw, while over-the-top devices (Roku boxes, gaming consoles, etc.) were the category with the highest growth rate.

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