Ooyala’s Q2 2015 Global Video Index showed that nearly half of all video plays and ad impressions for publishers occurred on mobile devices.
In the latest Index, Ooyala said 44% of all video views in the quarter were on mobile devices, an increase of 844% since the second quarter of 2012, and a compound annual growth rate that exceeds 110%.
Ooyala, led by President & CEO Jay Fulcher (pictured left), also found that 49% of all ad impressions for publishers were on mobile devices during the quarter, a jump of some 11% from the previous quarter. The rapid increase in ad impressions is a good indication that brands are increasingly looking to mobile as a crucial revenue stream, and as key to reaching the gold-standard of demographics Millennials.
Not surprisingly, mobile video views didn’t see the same rapid quarterly growth we’ve seen in recent years. Part of that is because big numbers grow more slowly than small numbers. It’s easy to see a 10% increase when you have a starting point of 2%. We also may simply be seeing a natural pause in adoption. Over the past 12 quarters, we’ve seen steady growth as different segments of viewers – early adopters and Millennials – have adjusted their habits to watch more online video and then more mobile online video. Young viewers will continues to migrate the bulk of their video entertainment time online and to mobile devices, but it’s likely that older viewers, as they become more comfortable with online and mobile viewing, will ignite a further burst of growth. Finally, as more premium content moves online and to mobile devices, more viewers likely will follow it. Other events, like Apple’s recent unveiling of its 12.9-inch iPad Pro, also are likely to spur mobile viewing.
Ooyala continues to believe by the end of this year, 50% or more of all video views will be on mobile devices. The bottom line? Mobile is the key to a bigger, better TV business.
Also of note, the Quarterly Index shows programmatic trading continues to gain traction and is helping to maintain and increase eCPMs. Between March and the end of June, for example, broadcasters using Ooyala Pulse SSP, its programmatic trading technology, saw eCPMs increase more than 25% on average, and reported programmatic advertising revenue grew 119%.