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 |
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| 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 |
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| 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.
Video courtesy of AdAge.
