Ads soar as online video market bounces back
Parent Category: 26-04-2013
After three months of decline in views and engagement, the online video market has surged back, with ads hitting a new high in March 2013, according to comScore.
In the comScore Video Metrix for the month in question, 182.5 million Americans watched 39.3 billion online content videos, with video ad views breaking the 13 billion barrier for the first time. This compared with three previous months of decline in terms of the absolute number of users.
In all, 84.5% of the US Internet audience viewed online video with the duration of the average online content video being 5.6 minutes. Driven by YouTube Google sites’ dominance was maintained as the top online video content property grabbing 153.9 million unique viewers. This was a rise in around three million for the month and this uptick was reflected across the board for the following pack with the ever-rising Facebook taking 63.8 million, VEVO with 52 million, Yahoo! Sites with 50.3 million and Viacom Digital with 43.8 million.
These viewers made more than 39 billion video content views during the month, with Google Sites generating the highest number at 12.8 billion and Facebook reaching an all-time high for the second consecutive month with nearly 706 million. Google Sites had the highest average engagement among the top ten properties.
Yet the big story was the spike in monetisation, with Americans viewing a record 13.2 billion video ads in March 2013 with the traditional big five for ads improving their performance in what was actually a strong February 2013. Video ads accounted for just over a quarter of all videos viewed, reaching just over half (52%) of the total US population an average of 82 times during the month, representing 2.2% of all minutes spent viewing video online for a total of five billion minutes. The average online video ad was 0.4 minutes in length.
Google Sites ranked first with 2.3 billion ads; BrightRoll Platform second with 2.2 billion; Adap.tv, 1.8 billion; LiveRail.com, 1.6 billion; and Hulu, 1.6 billion. BrightRoll Platform delivered the highest duration of video ads at 1.2 billion minutes. Hulu over-the-top (OTT) delivered the highest frequency of video ads to its viewers with an average of 66.