In Q4 2012, 53.2% of time spent watching tablet video was with content running at least a half-hour in length, according to the latest quarterly video report from Ooyala. As the study notes, the increasing amount of time spent with long-form content signals more opportunities for mid-roll programming, which tends to have a higher completion rate than other ad types. It also suggests that viewers are moving from “online video” to “online television,” per the report, and that has significance for advertisers. That’s because according to a recent study from the IAB and Nielsen, video ads viewed online during full episodes of TV shows have a higher impact than ads viewed on traditional TV or during short-form content online (see link above).

via Majority of Tablet Video Viewing Time Is Spent With Content 30 Minutes And Longer.