A few years after US MVPDs and programmers launched their authenticated services for the 1st time, TVE consumption is on the rise, with live viewing up an impressive 214% YOY, according to FreeWheel ’s latest Video Monetization Report. The ad monetization and management firm counts various programmers and ops as customers. A few trends are driving the increase. “We are seeing a lot more launches of TV Everywhere apps from both programmers and MVPDs, and the associated marketing pushes are helping users find their content in IP environments,” FreeWheel’s dir of advisory services Brian Dutt told us. In addition, “a lot more content is being put ‘behind the wall,’ meaning you have to enter your login to access it. This is often the most recent or premium content, which creates more incentive for users to access authenticated content,” he said. And sports events like live sports, the Olympics, college football and the World Cup have “really served as an entry point for new adopters and as a testing environment for digital viewing” and increased authenticated log-ins. The growth in TVE viewing triggered a 368% YOY increase in the number of ads seen on authenticated platforms, with 46% of those ads delivered during “long-form” programming of 20 minutes or longer, said the report, which based its findings on more than 50bln video views during the 1st half of 2014. More than a quarter of authenticated ad views in 3Q, 2014 was beyond desktops and laptops. While all devices saw double-digit growth, ad views on smartphones and OTT devices exploded, growing 77% and 208% YOY. At the end of 3Q, 73% of ad views came from desktops/laptops, followed by smartphones at 14%, tablets at 7%, and OTT devices at 6%. “For long-form, we are seeing a lot of increased attention on OTT devices such as gaming consoles, Roku, Apple TV and connected TVs,” Dutt said. For premium/TV quality content, “it only makes sense that users would want to engage with the content on a 50’’ screen.” The challenge remains on measurement in these non-browser environments, he said. For short-form, syndication continues to drive new growth. Dutt said for programmers, 12% of total ad views now come from syndicated viewing, driven largely by MVPD apps. Going forward, “publishers must find ways to get their best and most recent content in front of viewers with an engaging ad experience,” Dutt said. Another big challenge is driving strategic and operational decisions based on data as the industry scales, he said. In addition, “we see a lot of challenges in building a scalable ‘pitch-to-pay’ workflow. As video budgets slowly surpass display budgets and linear TV dollars start to become more fluid, there will need to be a closer focus on building lines of communication between ad sales, planning, ad operations, technology and yield/inventory teams,” he said.