SAN FRANCISCO — The technology boom has given birth to the digital entertainment boom, and Hollywood and its distributors are cashing in with video ad sales.
In fact, Hollywood-style entertainment and advertising has already consumed half of the video Web, and its growth is accelerating.
Web ads on long-form entertainment – including live sports and music events, movies and recorded network TV shows – surged 86 percent in the fourth quarter from a year earlier, according to a new report from FreeWheel TV, whose video ad-serving technology is used by top U.S. cable, network and broadcast companies.
That was up from 56 percent year-over-year in the third quarter of last year, according to the quarterly report due out this week from FreeWheel, a seven-year-old private firm which is headquartered in Silicon Valley and has offices in New York and China.
The growth was part of a phenomenal explosion in digital video in 2013, as total online video views tracked by the company rose by roughly a third to 75 billion.
"Advertising will follow the viewer growth," says Doug Knopper, co-founder and co-CEO of FreeWheel. The growing digital ad economy is being driven by a proliferation of mobile devices, improved measurement of ad effectiveness and increased digital production and distribution, Knopper says.
"The Internet is mimicking TV," Knopper told me in a phone interview Tuesday, after we first spoke at the Goldman Sachs Technology and Internet Conference in San Francisco two weeks ago.
The surge in ad-buying and ad placement has led to a significant milestone for the entertainment industry, and for online viewers, cementing a multi-year trend.
In the third quarter of last year, for the first time, half of the Web video content tracked by FreeWheel consisted of digital ads, driven mainly by surging views of long-form content on mobile devices.
In other words, old-school TV commercials already comprise half of U.S. Web video traffic, which itself now consists of a large and growing share of reality shows, scripted dramas, sports and music events.
"We call them a 'TV special,'" Knopper says of the 15- and 30-second ads that pop up amid long-form entertainment.
Ad views and total video views are now growing in lock-step, with the former rising 30 percent and the latter rising 31 percent in the fourth quarter, respectively.
Ad views for shorter-form content also grew in the double digits.
If the trend were a feature film, it could be called 'Hollywood gobbles up the video Web.'