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Smartphones account for over 1in 5
video ad views
reeWheel’s Q2 Video Monetization
Report has revealed that 38% of
monetisation this quarter came
from outside desktop and laptop
environments. This growing share is
driven by smartphones and OTT devices
(Roku, Apple TV, Chromecast, gaming
consoles, and Smart TVs) having yet
another quarter of phenomenal growth at
107% and 194%, respectively.
Moreover, this quarter marks the first time
that smartphones have surpassed 20% share of
total video ad views, and also the largest single
growth quarter for mobile on which we have
reported. Tablet and desktop/laptop computers
both demonstrated healthy double-digit growth
rates and continue to play an essential part of
the market.
“Deep-diving into content consumption
F
24.8m Smart TVs in
major LatAm markets
According to a Dataxis
report, Multiscreen scenario
in Latin America, focused
on the five largest Latin
American countries
(Argentina, Brazil, Chile,
Colombia and Mexico) - by
Q4 2014 there was a total
of 78.3m digital, 75.8m HDready, 24.8m Connected TV
(Smart TVs) and 60,900 4K
TV sets installed.
Dataxis estimates that in
2018 there will be a total of
135.5m digital, 120.9m HD,
58.5m Connected and 1.3m
4K installed TV sets. Digital
and HD TV sets will become
the new standard by that
year, while Connected and 4K
TV sets will become the new
premium products.
As for the mobile segment
of the multiscreen market,
there was a total of 300,000
smartphones in the five
largest countries of Latin
America in 2006; that figure
grew to 56.5m in 2010.
Dataxis estimates that there
will be a total of 227.4m
smartphones in use by 2019,
a 302% increase compared to
10 ADVANCED TELEVISION
across devices, we found that both video
duration and content category monetisation
differed across screens. Smartphone viewers
were most likely to watch short-form clips,
accounting for 67% of their video ad views, while
tablets saw 42% of their ad views on long form
content, the largest share
for any device.
Entertainment
consumption followed
increasing screen size
across the non-desktop
environments, with 57% of
OTT, 40% of tablet, and
30% of mobile video ad
views coming on scripted and reality series.
While the largest variety of content is
available on web based portals, OTT continues
to be the most popular TV-style viewing device,
2010. 12.5m smartphones
were sold in 2010, that figure
grew by 778% to 109.8m in
2014. According to Dataxis,
137.8m smartphones will be
sold in 2018, a 26% increase
when compared to 2014.
They were 140,000 tablets
in use in 2006 in the five
analysed markets. That figure
grew to 27.6m in 2010.
Dataxis estimates that there
will be 62.9m tablets
installed in 2018, a 128%
increase compared to 2010.
The number of table