Viewing of long-form content is on the rise, and it’s not taking place on mobile devices
We know, it’s all about mobile; vertical viewing, Snapchat, the end of TV.
However, Ooyala’s Q4 2015 Global Video Index, released today, shows that long-form content (defined as content longer than 10 minutes) made up 74 per cent of all video watched on connected TVs while it only accounted for 31 per cent of all video watched on mobile devices.
Tablet represents the in between, and viewers continue to turn to this device to watch episodic content between 10 and 30 minutes in length. Tablet use for content of this length grew for the third consecutive quarter to 21 per cent.
The report also examined growing programmatic trends, and those marketplaces involved in the space are seeing tremendous growth – both on the buy side and the sell side.
Some have worried that programmatic would mean a race to the CPM bottom, but as publishers are making more of their inventory available to advertisers, they’re actually seeing increased competition. CPMs were up 26 per cent from Q3 to Q4 (to be fair, some of this can be attributed to standard year-end price increases).
While open marketplaces are seeing more activity, the number of Deal-ID transactions, or prearranged trades sold programmatically, increased from 10.1 million to 26.3 million – a 160 per cent quarter over quarter increase.
