Mobile Web Ads Moving To TV Model

Consumers watching video content on mobile devices are moving towards the model tried-and-tested on TV - the ad break over the pre-roll. The research, by Freewheel, shows that viewers can tolerate up to eight ads per 20 minutes of video.

Freewheel's second quarter 2012 Video Monetization Report reveals that video views on smartphones, tablets, and game consoles doubled in Q2, hitting a record of more than 1bn  video views for the 3-month period from April to June. The proportion of those watching to the end of ads rose to 91 per cent, suggesting viewers are happy to exchange ads for mobile viewing.

JoAnna Foyle Abel, the vice president of marketing at FreeWheel told AdWeek: "It’s all about striking the right balance, and our customers continue to play with all the levers in order to sure they offer the ideal spot load. The trick is to monetize your content without disastrously eroding the viewer experience."