US online video maintains reach as AOL grabs ad leadership
Parent Category: News | 18-10-2013
Even though there was no real difference in videos and total ads viewed on a month by month basis, AOL has seized monetisation leadership according to the comScore online video rankings for September 2013.
The latest comScore Video Metrix service showed that, boosted by its acquisition of Adap.tv, AOL generated 3.7 billion impressions out of a total of 22.9 billion video ad views as 188.7 million Americans watched 46 billion online content videos in the month.
The Google juggernaut kept rolling in terms of video viewing as the YouTube-led properties ranked as leading online video content property in September with 165.4 million unique viewers. Facebook ranked next with 67.2 million viewers, followed by the aforementioned AOL with 61.8 million, Microsoft Sites with 49.2 million and NDN with 49.1 million.
Google Sites also generated the highest number of video content views, taking 16.2 billion out of a total of 46 billion during the month.In this regard AOL took 976 million and Facebook with 975 million. Google Sites had the highest average engagement among the top ten properties.
In terms of monetisation, the survey showed that video ads accounted for a third of all videos viewed and 3.5% of all minutes spent viewing video online. comScore found that in all Americans viewed more than 22.9 billion video ads in September. Pursuing AOL was Google Sites with 3.2 billion ads, followed by BrightRoll Platform with 2.8 billion and LiveRail.com with 2.6 billion.
Time spent watching video ads totalled 8.5 billion minutes, with AOL rounding off a really strong month by delivering the highest duration of video ads at nearly 1.7 billion minutes. Video ads reached 55.4% of the total US population an average of 133.6 times during the month. The Hulu over-the-top (OTT) service delivered the highest frequency of video ads to its viewers with an average of 74.