Dive summary:
- According to online video technology firm FreeWheel’s second quarter online video monetization report, mobile made up 13.2% of all video views, but only 5.6% of ad views.
- Mobile video presents a number of challenges for advertisers, including consumer viewing habits, measurement challenges and device fragmentation.
- The main challenge comes from viewers watching mostly short-form content for shorter sessions, which is not an ideal environment for advertising.
From the article:
“'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. Add the challenges measuring audience on mobile and the multiple devices and screen sizes to create ads for and 'it’s a harder form factor to monetize,' he added."
