Online video users dip but ad engagement rises
Joseph O'Halloran | 16-01-2013
Even though the de facto benchmark on US online video showed a fall in content uptake, online video monetisation is rising said the latest comScore ratings.
Overall, the December 2012 comScore Video Metrix service showed that 182 million US Internet users watched 38.7 billion online content videos, down slightly month on month, but video ad views grew by 800 million to 11.3 billion. The data also showed that 84.9% of the US Internet audience viewed online video with the average duration of online content videos viewed being 5.4 minutes and 0.4 minutes for the average online video ad. Ads accounted for nearly a quarter of (22.6%) of all videos viewed and 1.9% of all minutes spent viewing video online.
Google Sites kept their dominance and absolute share of the market with 153 million unique viewers, driven as ever by YouTube.com, butt the big news of the month was the resurgence of Facebook.com in the online video world with 58.8 million followed by VEVO with 51.6 million, slightly down on November, and NDN with 49.9 million, slumping 5.8 million on a month basis. Yahoo! Sites with 47.5 million fell by almost five million.
Nearly 38.7 billion video content views occurred during the month, with Google Sites generating the highest number at 13.2 billion, followed by AOL with 692 million. Google Sites had the highest average engagement among the top ten properties.
Drilling deeper into the rise in video ad uptake, comScore found for the third consecutive month that the top five estates drew more than a billion views. Indeed this is now more than with 1.5 billion with Google Sites on 2 billion ads; BrightRoll Video Network, 1.8 billion; Liverail.com, 1.8 billion; Adap.tv, 1.5 billion; and the Hulu over the top (OTT) service with 1.5 billion. Users spent a total of 4.1 billion minutes watching video ads with BrightRoll racking up the highest viewing times at 966 million minutes.
Video ads reached 53% of the total US population an average of 70 times during the month. Hulu delivered the highest average frequency of video ads to its viewers (65) while Google Sites delivered an average of 20 ads per viewer.