Mobile Video Less Than Ideal for Advertising, Says FreeWheel

Thus, ad revenue isn't keeping pace with views

People are increasingly using their mobile phones to watch videos, but the ad revenue isn’t keeping pace. According to online video technology firm FreeWheel’s 2Q online video monetization report, out today, mobile made up 13.2 percent of all video views in Q2 but only 5.6 percent of ad views.

Why the lag? FreeWheel points to consumer viewing habits, measurement challenges and device fragmentation. Brian Dutt, part of FreeWheel’s advisory services team, said people viewing on a small screen tend to watch short-form content and for shorter sessions, not an ideal advertising environment.

“When we’re talking about mobile, we’re talking about a small-screen, short-form content, so the viewer is on the go,” he said.

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