Top 5 video ad properties claim over a billion ads each as online video powers on

Editor | 17-11-2012

Online video is not just about Google and YouTube, especially when it comes to the business of online video, the latest comScore ratings for the industry reveal.

Overall the October 2012 edition of the comScore Video Metrix service showed that 183 million US Internet users watched more than 37 billion online content videos in the month, drawing nearly 11 billion video ad views.

As ever Google sites spearheaded by the YouTube behemoth formed the vast bulk of the online video content property arena in October with 153.2 million unique viewers. Someway back in its wake were Yahoo! Sites (55.3 million), NDN (53.2 million), VEVO (53.1 million) and AOL (53.1 million). Out of the more than 37 billion video content views made during the month, Google Sites generated 13 billion, followed by AOL with 711 million.

Google's grip on engagement was as solid as ever boasting nearly 400 minutes of the industry total of ten hours of viewing per user. Next highest in this regard was NDN with 74.3 minutes; CBS Interactive rounding off a good month that saw its share of view grow to more or less an hour's viewing per user and then Yahoo! with 53.1 minutes.

But the most interesting story came in advertising where BrightRoll Video Network stormed to the top claiming more than 1.8 billion of the total of almost 11 billion ads, edging Google Sites (1.7 billion) and subscription and ad-funded over the top service Hulu (1.5 billion) which has traditionally duked it out alone with Google in the online video ad stakes. Right behind was (1.2 billion) and (1.1 billion).

comScore revealed that time spent watching video ads, which reached 52% of the US population in October 2012, totalled 3.8 billion minutes with BrightRoll Video Network delivering the highest duration of video ads at 897 million minutes. Hulu delivered the highest frequency of video ads to its viewers with an average of 59, while Google Sites delivered an average of 19 ads per viewer.