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Video advertising on new high as online video powers on

Even though the month saw a small sequential dip in users and content videos, the online video market hit a new high in monetisation according to the April 2013 comScore Video Metrix.

For April 2013, the survey found that the market in terms of business has continued its bounce back from a disappointing start to 2013, with the number of video ad views reaching a record-breaking high at 13.2 billion. Overall 181.9 million Americans watched 38.8 billion online content videos in April, slightly down in both regards compared with March 2013.

In its monthly round-up, comScore found that 84.7% of the US Internet audience viewed online video with the average online content video being 5.6 minutes in length, while the average online video ad was 0.4 minutes. Video ads accounted for just over a quarter of all videos viewed and 2.3% of all minutes spent viewing video online.

Looking at the leading video content properties by unique viewers, Google sites driven by YouTube.com maintained their dominance with 154.6 million unique viewers. Trailing behind were Facebook with 627 million viewers, VEVO with 52.9 million, NDN with 45.3 million, and Yahoo! Sites with 45.1 million. Google Sites also generated 13.0 billion of the near 39 billion video content views during April 2013. In this regard Facebook marked a milestone with 740.8 million, the third successive month that it had hit a record level for video, auguring well for the launch of video ads in summer 2013.

Indeed on the subject of monetisation, the record 13.3 billion video ads viewed by Americans in April 2013 reached 53% of the total US population an average of 82 times during the month.

Google Sites ranked first with 2.4 billion ads, up 100 million month-on-month; followed by BrightRoll Platform with 2.2 billion; LiveRail.com with 1.7 billion, up 0.1 billion; Adap.tv with 1.5 billion, down 300 million; and the Hulu over-the-top (OTT) service with 1.4 billion, itself slipping by 200 million views. Time spent watching video ads totalled 5.1 billion minutes, with BrightRoll delivering the highest duration of video ads at 1.1 billion minutes. Hulu delivered the highest frequency of video ads to its viewers with an average of 63.

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