More Than 3 in 4 Mobile and Tablet Video Ad Views on an Apple Device in Q1

Android may have the lead on iOS in terms of US smartphone market share (with the same true on a global basis), but more mobile video ad views took place on an iPhone (31.4% share of mobile and tablet ad views) than an Android phone (22.5% share) in Q1, according to FreeWheel’s latest Video Monetization report. But that may not be the only comparison worth making. That’s because the iPad outstripped them both, accounting for 39.2% of total mobile device video ad views for the quarter, as iPad users tended to focus more on long-form content supporting higher ad loads.

In fact, 58% of ad views on the iPad were served during long-form content (more than 20-minutes) for the quarter, compared to just 27% on the iPhone and 24% on Android phones. The researchers note that “this reflects TV-style viewing habits on iPad versus on-the-go usage for mobile phones.”

Overall, non-desktop video viewing (either through mobiles, tablets, or OTT devices) accounted for 19% of video views in Q1, a more than 50% jump from 12% just a quarter earlier.

About the Data: The FreeWheel Video Monetization Report is released quarterly and seeks to highlight the changing dynamics of how enterprise-class content owners and distributors are monetizing professional digital video content. The underlying dataset is one of the largest available on the usage and monetization of professional, rights-managed video content, and in 2012 comprised over 53 billion video views.-MarketingCharts

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