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August 20, 2012

Online Video Ads account for 20% of all Videos Consumed


Americans viewed 9.6 billion online video ads in July, representing a 12.7% drop from June’s 2011 billion views, according to August 2012 comScore VideoMetrix data.

However video ad impressions for 2012 are up considerably, and July’s 9.6 billion ad views represent a 71% rise over January’s 5.6 billion. In July, video ads accounted for 20.7% of all videos viewed - down 4% points from 25% in June, while ads accounted for 1.6% of minutes spent viewing video online, down from 2% in June.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
April 2012
Total U.S. – Home and Work Locations
Ad Videos Only (Content Videos Not Included)
Source: comScore Video Metrix
Property
Video Ads (000)
Total Ad Minutes (MM)
Frequency (Ads per Viewer)
% Reach Total U.S. Population
Total Internet : Total Audience
9,478,975
3,937
59.8
51.7
Hulu
1,597,166
670
48.6
10.7
Google Sites
1,319,342
136
17.7
24.3
BrightRoll Video Network**
942,899
566
9.1
33.8
Adap.tv
880,522
525
12.7
22.5
TubeMogul Video Ad Platform**
830,621
230
17.1
15.9
SpotXchange Video Ad Marketplace**
666,588
367
12.8
17.0
Tremor Video**
661,727
360
13.2
16.3
Specific Media**
650,578
314
6.9
30.9
ESPN
514,347
189
26.6
6.3
Auditude, Inc.**
511,278
202
11.3
14.8

  

Among the top  Online Video  Networks
  1. Google sites led with 1.52 billion ads in July (up more than 7% from 1.41 billion), followed by Hulu with 1.22 billion (down 8% from 1.33 billion),  
  2. Adap.tv at 1.13 billion (down from 1.15 billion), and SpotXchange with 1.05 billion. 
  3.  Fifth-place TubeMogul delivered 840 million ads, down from more than 1 billion.  
  4. BrightRoll Video Network, which delivered almost 1.4 billion ads in June, had an implementation error with its video tags, so its data was not included.