Google Sites, BrightRoll and Hulu Were the Top Video Ad Properties in June 2012
According to comScore’s latest figures, a record number of online video ad streams were seen in June, with Google Sites, BrightRoll Video Network and Hulu leading the way. Overall, Google Sites boasted the most unique viewers during the month.
In June, there were 180.4 million unique Internet users in the U.S. who watched online video content. These viewers accounted for 33.0 billion videos viewed, with each spending 1,238 minutes watching online video content during the month.
Google Sites boasted 154.5 million unique viewers in June, who accounted for 18.3 billion videos viewed. Yahoo Sites was a distant second with 51.5 million viewers, followed by Facebook with 49.0 million viewers.
VEVO was fourth with 46.2 million viewers, followed by Viacom Digital with 38.9 million viewers, Microsoft Sites with 38.1 million viewers, AOL Inc. with 38.1 million viewers, Amazon Sites with 29.8 million viewers, Turner Digital with 23.4 million viewers and Vimeo with 21.4 million viewers.
This marked Vimeo’s debut in the list of the top 10 U.S. online video content properties.
“A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams,” according to comScore. “For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.”
According to comScore, a record 11.0 billion total video ad streams were delivered in June, with a total of 4.6 billion minutes spent watching video ads during the month, 67.7 ads per viewer and a reach of 53.0 percent of the total U.S. population.
Google Sites was the top online video ad property ranked by video ads in June with 1.4 billion video ads viewed, followed by BrightRoll Video Network with 1.4 billion video ads, Hulu with 1.3 billion video ads, Adap.tv with 1.1 billion video ads and TubeMogul Video Ad Platform with 1.0 billion video ads.
Tremor Video trailed with 836 million video ads, followed by SpotXchange Video Ad Marketplace with 732 million video ads, Specific Media with 694 million video ads, ESPN with 612 million video ads and Auditude Inc. with 612 million video ads.
“Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.,” according to comScore.
In June, 84.8 percent of the U.S. Internet audience viewed online video, according to the report. Also, the average video lasted 6.8 minutes, while the average online video ad lasted 0.4 minutes.
Video ads accounted for 1 in 4 of all videos viewed and 2 percent of all minutes spent viewing video online, according to comScore.
According to research from Mixpo, 30 percent of the demand for political online video ad impressions in 11 states won’t be fulfilled in October because of soaring demand. The study found that demand across those 11 states will surpass supply by 80 million impressions.
Sources:
http://www.comscore.com/Press_Events/Press_Releases/2012/7/comScore_Releases_June_2012_U.S._Online_Video_Rankings
http://adage.com/article/campaign-trail/online-video-supply-tight-election-draws/235593/
