Video ad delivery hits new heights as online video soars

Joseph O'Halloran ©RapidTVNews | 21-05-2012

US video ad delivery nearly reached the 10 billion mark in April 2012, beating the previous record set a month earlier according to the latest comScore online video rankings.

The comScore Video Metrix service revealed that in all, and just as in the previous month more or less, 181 million US Internet users watched nearly 37 billion online content videos. Google Sites, as ever by video viewing at, ranked as the top online video content property in April with 157.7 million unique viewers, grabbing share from rivals compared with the previous month. Viewers for Yahoo! Sites dipped by 10% to 53.6 million, VEVO slipped 2 million to 49.5 million, down slightly to 44.3 million and Microsoft Sites climbing to 42.8 million.

Of the near 37 billion video views, Google Sites generated 17 billion, followed by Hulu with 901 million and Yahoo! Sites with 742 million. The average viewer watched 21.8 hours of online video content—with Google Sites (7.2 hours) and the Hulu over the top (OTT) the top service with 3.8 hours—earning the highest average engagement among the top ten properties.

The OTT provider was again the most prominent in the monetisation stakes as Americans viewed 9.5 billion video ads in April, representing another month of record video ad views. Hulu accounted for 1.6 billion of the 9.5 billion video ads delivered, followed by Google Sites with 1.3 billion, BrightRoll Video Network with 943 million, with 881 million and TubeMogul Video Ad Platform with 831 million.

Hulu also delivering the highest duration of video ads at 670 million minutes as total spent watching video ads was 3.9 billion minutes with video ads reaching 52% of the total US population an average of 60 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 49, while sports network ESPN delivered an average of 27 ads per viewer.