A new Ooyala report for Q2 2015 — “Global Video Index” reveals that 49 percent of all ad impressions for publishers were on mobile devices during the quarter. That represents an 11 percent increase from Q1 2015.
Ooyala, a Telstra subsidiary and a recognized innovator in premium video publishing, analytics, and monetization, also notes that 44 percent of all online viewing is now on mobile devices.
“Together, the trends suggest advertisers are shifting ad dollars to match the influx of mobile viewing and to serve a new generation of TV viewers more comfortable watching content on mobile devices,” the company tells us.
In sum, mobile viewing continues to climb. In fact, ZenithOptimedia, a global media services network, forecasts that global online viewing will grow by 23 percent in 2015, and another 20 percent in 2016. It attributes the majority of growth to mobile viewing as smartphones and tablets penetrate global markets.
Smartphones received eight times more plays than tablets this quarter, according to the Index.
“It’s all about mobile. From the array of devices on which we watch TV to the way the industry has begun to treat ad inventories, all signs point to mobile as the key to a bigger, better TV business,” said Principal Analyst Jim O’Neill of Ooyala. “This quarter’s growth of broadband subscribers and the corresponding loss of pay-TV subscribers, paired with the increase of digital ad spend by brands and agencies is the evidence that business models, budgets and strategies from broadcasters to advertisers are changing dramatically to align with viewer behavior.”
Ooyala’s data indicates that by the close of 2015, 50 percent of all online video starts “will be on mobile devices as smartphone screens become larger, viewers increasingly watch long-form premium content, and more mobile operators package premium content into their services.”
In addition, the report verifies the continued growth of programmatic trading among premium broadcasters and publishers, as demonstrated by a sample of more than 40 European broadcasters using Ooyala Pulse SSP, the firm’s programmatic trading technology.