Online Video Ad Views Are At 19.6 Billion in July and Reach More Than 50 % of Total US Population

Americans viewed 19.6 billion video ads in July, with Google Sites ranking #1 with 3.4 billion ad impressions.

  • 86.6 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.2 minutes, while the average online video ad was 0.4 minutes.
  • 187 million Americans watched more than 48 billion online  video content in July, while the number of video ad views totaled 19.6 billion .

Video Ads accounted for  2.8 percent of all minutes spent watching video online and reach 55 percent of Total US Population.

Google Sites  with 3.4 billion ad impressions were the top-ranked , followed by BrightRoll Platform with 2.1 billion, Adap.tv with 2.1 billion, LiveRail.com with 1.8 billion, and Specific Media with 1.4 billion.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
July 2013
Total U.S. – Home and Work Locations
Ad Videos Only (Content Videos Not Included)
Source: comScore Video Metrix
Property Video Ads (000) Total Ad Minutes (MM) Frequency (Ads per Viewer) % Reach Total U.S. Population
Total Internet : Total Audience  19,600,333 7,428 114.3 55.4
Google Sites 3,395,788 319 29.8 36.8
BrightRoll Platform**† 2,115,799 1,032 12.8 53.6
ADAP.TV† 2,092,012 1,012 17.0 39.7
LIVERAIL.COM† 1,827,670 618 25.7 23.0
Specific Media** 1,395,294 537 13.4 33.6
TubeMogul Video Ad Platform† 1,280,360 393 14.6 28.4
Hulu 1,161,485 447 69.2 5.4
Tremor Video** 751,397 364 11.5 21.0
NDN 725,758 199 16.1 14.6
Videology† 624,326 230 9.0 22.4

Among the channels VEVO held the top position with 47.6 million viewers. Fullscreen came in second with 34.5 million viewers, followed by Maker Studios Inc. with 28.6 million, Warner Music with 27.6 million, and ZEFR with 26.5 million.

Top YouTube Partner Channels* Ranked by Unique Video Viewers
July 2013
Total U.S. – Home and Work Locations
Content Videos Only (Ad Videos Not Included)
Source: comScore Video Metrix
Property Total Unique Viewers (000) Videos (000) Minutes per Viewer
VEVO @ YouTube 47,635 581,895 40.6
Fullscreen @ YouTube 34,465 353,275 32.7
Maker Studios Inc. @ YouTube 28,594 530,738 69.6
Warner Music @ YouTube 27,648 164,463 19.1
ZEFR @ YouTube 26,473 136,972 14.3
The Orchard @ YouTube 22,129 86,843 11.4
Machinima @ YouTube 18,177 417,479 91.8
UMG @ YouTube 16,948 56,890 9.6
BroadbandTV @ YouTube 16,033 136,400 28.1
SonyBMG @ YouTube 13,987 39,669 8.3

*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.
**Indicates video ad network
†Indicates video ad exchange/DSP/SSP 

For Marketers to make informed decisions it is important to look at Digital Media Strategy after factoring in the Video Ad performance.

For digital media metrics and the way forward marketers need to understand their best path forward by evaluating Programmatic buying, Converged Video buying and Pay-for-Performance buying.

Source: ClickZ & comScore

Video courtesy of AdAge.

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