AOL, Yahoo! on the rise as online video appetite grows

Parent Category: News | 19-12-2013

Bingeing content consumption is continuing to feed an appetite to watch ads, according to the latest comScore online video rankings.

The comScore Video Metrix for November 2013 showed that 189.2 million Americans, 87.1% of the US Internet audience, viewed online video watching 47.1 billion content pieces. This represented a two billion dip month-on-month. This viewing was the engine for 26.8 billion video ad views, up 2.3 billion compared with October 2013.

The top five online video sites for the month were Google, AOL, Facebook, NDN and, in a return to form, Yahoo! The benchmark Google, driven by YouTube viewing, accounted for 163.5 million unique viewers, 1.3 million down month-on-month. Next was AOL with 73 million viewers, up an impressive 10.7 million, followed by Facebook with 66.2 million, falling by just under four million month-on-month. This is bad timing for the social network which is expected to begin a huge online video drive imminently.The top five was topped out by NDN with 51 million and Yahoo! Sites with 45.8 million.

Out of the more than 47.1 billion video content views Google Sites generated 14.7 billion, followed by AOL with 1.3 billion and Facebook with 1.2 billion. Google Sites had the highest average engagement among the top ten properties.

During November 2013, video ads accounted for just over a third (36.2%) of all videos viewed and 4.4% percent of all minutes spent viewing video online. The duration of the average online video ad was 0.4 minutes while that of the average online content video was 4.7 minutes.

AOL maintained its leading position in terms of video ads with four billion ad impressions. Google Sites came in second with 3.6 billion ads, followed by with 3.1 billion, BrightRoll Platform with 2.7 billion and SpotXchange Video Ad Marketplace with 2.4 billion.

Time spent watching video ads totalled 10.2 billion minutes, with AOL claiming the highest duration of video ads at 1.8 billion minutes. Video ads reached 55.8% of the total US population an average of 155 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 89.