Interactive Video Ads Double Purchase Intent

Research provided by TubeMogul, the leading programmatic brand marketing platform for video advertising, and Innovid, whose iRoll® format is the standard for interactive video — quantifies the benefits of interactive pre-roll to brand marketers.

Findings

Methodology

Data for this report comes from top brand campaigns supported by Innovid and run through TubeMogul’s media buying platform, spanning hundreds of millions of impressions across pre-roll video ads globally. Brand lift data comes from TubeMogul’s BrandSights survey technology, which launched last year and has run hun- dreds of brand surveys on video campaigns.

For the purposes of this research, “lift” is defined as the absolute difference (subtraction) between the percent of correct answers of exposed viewers (people who saw the ad) and a control group (people that did not see the ad). “Correct” answers are defined as the answer that the brand desires and indicates a positive perception of the brand by the survey taker.

An interactive video ad “engagement” is defined as any action taken by a viewer to interact with an ad, usually hovering or clicking an icon to explore a slate of additional content. On a movie trailer, for instance, a viewer might hover to open a slate of content that lets them watch additional previews, find local showtimes and buy tickets – all within the ad unit itself. In most cases, when a viewer engages, the video’s playback is paused until the viewer closes out the additional content.

Conclusion

Interactive video advertising is a powerful tool for brand marketers. The format excels at driving awareness, loyalty and especially purchase intent as compared to regular pre-roll. With tools from Innovid and TubeMogul, advertisers can easily add interactivity to their video ads and dramatically increase engagement with their audiences.

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How Visual Storytelling Connects with Consumers Around The World [infographic]

-Edelman

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Who's Watching Online Video [survey]

Online video attracts a significant audience, with 1 in 5 or more American adults watching a TV show online (23%), user-generated content (UGC – 31%), or originally produced online video (OPOV – 19%) on at least a monthly basis, per results from an IAB study conducted by GfK. But who are these viewers? The study profiles the audience of each online video type, finding that they each skew male, but more so among OPOV viewers. Viewers of original online content also skew older than those who watch TV shows online.

Looking first at the gender split, the study reveals that 55% of “TV Online” (network TV shows online) are male, with a similar split (56% male/44% female) among user-generated content streamers. Among OPOV viewers (for shows such as House of Cards), males account for 60% of the audience.

While watching funny cat videos on YouTube might seem to be a more youthful activity, it turns out that regular (monthly+) viewers of user-generated content are older on average than TV Online viewers, with mean ages of 38.7 and 36.1, respectively. OPOV viewers are the oldest, by a slight margin, with a mean age of 38.9.

Viewers of originally produced and user-generated content also differ from TV Online viewers in their relationship status, with 51% of the former being married, versus 46% of the latter.

Other highlights of the profile (all data limited to monthly+ viewers) include:

• UGC viewers sporting the highest median household income, of $67,200, compared to $62,300 for TV Online viewers and $62,900 for OPOV viewers;
• 66% of the UGC audience counting as “non-ethnic,” versus 62% of OPOV viewers and 64% of TV Online viewers;
• Close to 4 in 10 viewers of each online video content type having attained at least college grad status;
• Slightly more than 6 in 10 of each group owning a smartphone; and
• About 40% of each audience being a tablet owner.

While the average age of a regular (monthly+) streamer lies outside the 18-34 bracket, that age bracket is more likely to have streamed video “yesterday” than the overall adult population. For example, 32% of males aged 18-34 (and 25% of females of that age) reported watching TV Online “yesterday,” versus 15% of the adult population on average. Similar gaps showed up for UGC and OPOV streaming: 18-34-year-old males were about twice as likely as the average adult to have streamed “yesterday,” with a narrower difference seen between 18-34-year-old females and the sample average.-MarketingCharts

About the Data: The data is based on a survey of 2,425 adults screened from a general population sample for being monthly+ viewers of online video and “ever” users of either TV Online, UGC, or OPOV. Full surveys were completed with 1,005 monthly+ viewers. Due to robust sample sizes, analysis was performed on monthly+ users of each video type.

The survey was conducted from March 19-March 25, 2013.

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39.3 Billion Online Videos Watched in March 2013 [report]

comScore, Inc. today released data from the comScore Video Metrix service showing that 182.5 million Americans watched 39.3 billion online content videos in March, while the number of video ad views reached an all-time high at 13.2 billion.

Top 10 Video Content Properties by Unique Viewers

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in March with 153.9 million unique viewers, followed by Facebook with 63.8 million, VEVO with 52 million, Yahoo! Sites with 50.3 million and Viacom Digital with 43.8 million. More than 39 billion video content views occurred 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.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers - March 2013 Total U.S. - Home and Work Locations, Content Videos Only (Ad Videos Not Included)
Property	Total Unique Viewers (000)	Videos (000)*	Minutes per Viewer
Total Internet : Total Audience	182,497	39,307,991	1,202.6
Google Sites	153,924	12,777,222	397.1
Facebook	63,821	705,602	25.0
VEVO	51,986	585,213	36.8
Yahoo! Sites	50,303	371,667	59.1
Viacom Digital	43,834	456,070	43.0
NDN	43,181	510,518	85.4
AOL, Inc.	40,515	724,365	59.4
Amazon Sites	37,155	133,384	16.0
Microsoft Sites	35,168	465,884	42.3
Turner Digital	32,392	275,692	48.2

*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed a record 13.2 billion video ads in March, with Google Sites ranking first with 2.3 billion ads. BrightRoll Platform came in second with 2.2 billion, followed by Adap.tv with 1.8 billion, LiveRail.com with 1.6 billion and Hulu with 1.6 billion. Time spent watching video ads totaled 5 billion minutes, with BrightRoll Platform delivering the highest duration of video ads at 1.2 billion minutes. Video ads reached 52 percent of the total U.S. population an average of 82 times during the month. Hulu delivered the highest Frequency of video ads to its viewers with an average of 66.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed - March 2013 Total U.S. - Home and Work Locations, Ad Videos Only (Content Videos Not Included)
Property	Video Ads (000)	Total Ad Minutes (MM)	Frequency (Ads per Viewer)	% Reach Total U.S. Population
Total Internet : Total Audience	13,184,801	5,036	82.1	52.0
Google Sites	2,317,900	197	23.2	32.3
BrightRoll Platform**	2,238,212	1,151	14.4	50.4
Adap.tv†	1,782,583	802	14.1	41.0
LiveRail.com†	1,616,840	589	19.9	26.3
Hulu	1,590,257	612	65.6	7.9
Specific Media**	1,294,701	495	11.4	36.8
Tremor Video**	857,251	424	10.3	26.9
Auditude, Inc.**	846,159	186	14.0	19.6
TubeMogul Video Ad Platform†	833,264	270	10.0	27.0
CBS Interactive	633,260	260	20.7	9.9

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange/DSP/SSP

Top 10 YouTube Partner Channels by Unique Viewers

The March 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 50.8 million viewers. Fullscreen held on to the #2 position with 40.1 million viewers, followed by Maker Studios Inc. with 33 million, Warner Music with 32.5 million and ZEFR (formerly MovieClips) with 26.5 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (61 minutes per viewer), followed by Maker Studios Inc. (47 minutes per viewer). VEVO streamed the greatest number of videos (558 million), followed by Maker Studios Inc. (442 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers - March 2013 Total U.S. - Home and Work Locations, Content Videos Only (Ad Videos Not Included)
Property	Total Unique Viewers (000)	Videos (000)	Minutes per Viewer
VEVO @ YouTube	50,756	558,104	35.6
Fullscreen @ YouTube	40,105	298,716	22.8
Maker Studios Inc. @ YouTube	32,994	442,175	47.2
Warner Music @ Youtube	32,463	184,710	18.2
ZEFR @ YouTube	26,492	117,654	12.6
Machinima @ YouTube	24,438	438,286	61.2
IODA @ YouTube	23,369	89,310	10.5
NBC Entertainment @ YouTube	21,856	72,912	4.8
UMG @ YouTube	21,163	75,560	9.8
BroadbandTV @ YouTube	18,395	113,334	19.2

*YouTube Partner Reporting, beginning last month with January 2013 data, gives credit to YouTube Partners for views of their single-claimed user-generated content.

Other notable findings from March 2013 include:

• 84.5 percent of the U.S. Internet audience viewed online video.
• The duration of the average online content video was 5.6 minutes, while the average online video ad was 0.4 minutes.
• Video ads accounted for 25.1 percent of all videos viewed and 2.2 percent of all minutes spent viewing video online.

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Product Videos Boost Purchase Confidence for Online Shoppers

57% of online shoppers agree that they are more confident when they watch a product video in advance of making a purchase online, and therefore less likely to return the product, details Invodo in a study conducted by the e-tailing group. That 57% represents an almost 10% rise from 52% who responded that way in the previous year’s survey. Also rising was the proportion who say they have more confidence in the purchases they make after they watch related onsite videos, from 51% to 55%.

Some of that increase may be related to an overall rise in the percentage of shoppers who are watching product videos. In this latest survey, conducted in late 2012, 35% of respondents said that they watch product videos “most of the time” (21%) or “all of the time” (14%) when they encounter them on retail or brand manufacturer sites. That’s up from 27% in the 2011 study.

Notably, though, video doesn’t count as one of the top image-related factors online shoppers consider important when selecting and ultimately purchasing a product. Instead, attributes such as quality of the image (80%), alternative views of the selected item (64%) and the ability to see selected product in the color of choice (61%) count as critical or very important to more online shoppers than professionally-produced video, although video is very important to half of the shoppers.

While video may not be quite as important to them, respondents are more likely to share product videos than static text, per the study findings. 41% said they would be somewhat (29%) or much more (12%) more likely to share video (versus photos or written text) that they might find on the product page of a retailer’s website.

About the Data: The data is based on an online survey of 1,073 consumers conducted in December 2012, 52% of whom are female. Respondents were required to have shopped online at least 4 times in the past year and spent at least $250. 100% own a smartphone and 56% own a tablet.-MarketingCharts

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Google Sites - 2.2 Billion Video Ads in February

Google Sites Delivers Record-Breaking 2.2 Billion Video Ads in February
comScore Video Metrix data shows 178 million Americans watched 33 billion online content videos in February, while the number of video ad views reached 9.9 billion with Google Sites delivering an all-time high of 2.2 billion.

Top 10 Video Content Properties by Unique Viewers
Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in February with 150.7 million unique viewers, followed by Facebook with 61.2 million, VEVO with 49.5 million, NDN with 46.3 million and Yahoo! Sites with 43.6 million. More than 33 billion video content views occurred during the month, with Google Sites generating the highest number at 11.3 billion and Facebook reaching its all-time high of 558 million. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers February 2013, Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included)
Property	Total Unique Viewers (000)	Videos (000)*	Minutes per Viewer
Total Internet : Total Audience	177,955	33,031,053	1,045.7
Google Sites	150,659	11,347,490	362.1
Facebook	61,237	557,607	19.9
VEVO	49,494	540,116	36.9
NDN	46,259	523,876	74.8
Yahoo! Sites	43,619	331,168	52.5
Viacom Digital	39,095	419,486	42.8
Microsoft Sites	36,682	484,366	38.2
AOL, Inc.	35,299	570,381	57.3
Turner Digital	30,236	260,830	37.0
Amazon Sites	28,732	96,476	12.6

*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.

Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed 9.9 billion video ads in February, with Google Sites ranking first with its all-time high of 2.2 billion ads. BrightRoll Video Network came in second with 1.6 billion, followed by Hulu with 1.4 billion, Adap.tv with 1.4 billion and LiveRail.com with 1 billion. Time spent watching video ads totaled 3.8 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 859 million minutes. Video ads reached more than 50 percent of the total U.S. population an average of 63 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 61, while CBS Interactive and Google Sites tied for second with an average of 23 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed February 2013, Total U.S. – Home and Work Locations Ad Videos Only (Content Videos Not Included)
Property	Video Ads (000)	Total Ad Minutes (MM)	Frequency (Ads per Viewer)	% Reach Total U.S. Population
Total Internet : Total Audience	9,865,717	3,774	63.3	50.5
Google Sites	2,220,537	182	23.1	31.1
BrightRoll Video Network**	1,612,405	859	11.5	45.3
Hulu	1,437,113	583	61.3	7.6
Adap.tv†	1,381,031	687	12.2	36.7
LiveRail.com†	1,004,654	400	14.2	23.0
Specific Media**	962,884	415	9.1	34.1
Auditude, Inc.**	775,958	170	13.7	18.3
TubeMogul Video Ad Platform†	597,450	165	9.2	21.1
Tremor Video**	583,978	296	8.5	22.4
CBS Interactive	565,511	240	23.1	7.9

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange/DSP/SSP

Top 10 YouTube Partner Channels by Unique Viewers
The February 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 48.2 million viewers. Fullscreen held on to the #2 position with 36.8 million viewers, followed by Maker Studios Inc. with 30.5 million, Warner Music with 26 million and ZEFR (formerly MovieClips) with 23.8 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (61 minutes per viewer), followed by Maker Studios Inc. (42 minutes per viewer). VEVO streamed the greatest number of videos (514 million), followed by Machinima (374 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers February 2013, Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included)
Property	Total Unique Viewers (000)	Videos (000)	Minutes per Viewer
VEVO @ YouTube	48,225	514,450	35.5
Fullscreen @ YouTube	36,849	241,535	19.5
Maker Studios Inc. @ YouTube	30,485	362,790	42.0
Warner Music @ Youtube	26,006	134,858	16.9
ZEFR @ YouTube	23,807	96,030	11.0
Machinima @ YouTube	21,017	374,468	61.4
BroadbandTV @ YouTube	16,816	93,637	16.8
google @ YouTube	14,009	24,697	6.9
UMG @ YouTube	13,691	34,048	7.1
The Orchard @ YouTube	13,200	38,957	7.8

*YouTube Partner Reporting, beginning last month with January 2013 data, gives credit to YouTube Partners for views of their single-claimed user-generated content.

Other findings from February 2013 include:

• 83.3 percent of the U.S. Internet audience viewed online video.
• The duration of the average online content video was 5.6 minutes, while the average online video ad was 0.4 minutes.
• Video ads accounted for 23 percent of all videos viewed and 2 percent of all minutes spent viewing video online.
  

-comScore Video Metrix
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Professional Online Video Viewing Migrating to Mobile Devices [study]

A recent survey from the NPD Group found that computer users are increasingly turning to their smart devices to browse the web and access Facebook. New data from FreeWheel shows that professionally-produced online video viewing is also migrating from computers to devices such as smartphones, tablets, and game consoles. In Q4 2012, non-PC/Mac devices accounted for 12% of video views, per FreeWheel’s report, triple their share from Q1, and 6 times their share from a year earlier.

12% is still a fairly nominal figure, of course, but the rapid growth rate (30% greater volume of views quarter-over-quarter) portends higher numbers in the near future. That’s likely to consume a lot of mobile bandwidth: according to Cisco, half of worldwide tablet data consumption (and 45% of smartphone data consumption) could be attributed to video streaming and communication applications (such as YouTube, Hulu, and Netflix) during Q4 2012.

The breakdown of non-PC/Mac video views still overwhelmingly favors Apple devices. During Q4, 60% of these views came from an iPhone (30%), iPad (24%), or iPod (6%). The remaining share belonged to Android (31%), Xbox (8%), PlayStation and others (~1%).

About the Data: FreeWheel served over 13.5 billion video ads (pre-roll, mid-roll, and post-roll) in Q4 2012 and made ad decisions for almost 15 billion video views. While the data in the report is primarily US-based activity on behalf of US-based content producers, a small percentage of the viewing occurs outside the US. The data here represents only video that is rights-managed: aggregate monetization data for professional content from FreeWheel’s customers, and does not reflect trends for user-generated content.-MarketingCharts

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New Amazon Elastic Transcoder Cloud Video Conversion

Amazon Web Services just announced it is marketing a new cloud video conversion and delivery system—the Amazon Elastic Transcoder (AET) that can seamlessly convert original source video files to format correctly on every kind of gadget, but perhaps most importantly, on iPads and iPhones and Androids and various smart TVs. That is big news to content owners looking for easy ways to get their videos from one place to the other, without spending a bundle on equipment to do it.

The trouble with progress is that everybody has their own definition. Every device out there comes with its own transcoding challenges, and every new gizmo needs software—often expensive software—to do the job. But then software that needs to be tested, a long, painstaking process that takes content providers far away from the original task, which is to create and distribute good looking video. Amazon promises its Elastic Transcoder “makes it easy to transcode video for smartphones, tablets, Web browsers and other devices.” 

Not having to worry about how the end user is going to see it makes the idea of producing online video for a variety of sources seem like a much better gig. Customers get 20 minutes of standard definition conversion free per month. Prices then range from 0.015 to 0.030 a minute, depending on other factors, according to a story on AET on slashgear.com.  

Is that a good deal? Well, Zencoder, a competitor in this space (which actually uses Amazon’s cloud to do its transcoding) on Wednesday commented briefly on Amazon’s new service on a “hacker news” blog and opined, “Amazon has done a good job of making their pricing look simpler/cheaper than ours, and for some customers, it is.” But the commenter said, “Our larger customers don’t pay more than this already.”  Supposedly, Zencoder will a more nuanced critique available today.

Amazon says it can transcode a 10 minute video for an iPhone4 in five minutes, but it could take longer if there’s a lot of demands. The service operates regionally through pipelines that contains transcoding jobs. You can have up to four transcoding pipelines per AWS account, so you can transcode more than one job at a time. There’s a pretty comprehensive FAQ page that answers a lot of other questions.

It’s likely the Elastic Transcoder has the ability to be one of those vaunted “disruptive” developments that quickly change how business proceeds. Time, and competition will tell, though Amazon’s size is a daunting proposition for giant-slayers.

 “Video transcoding services like the ones being launched today are relevant both for professional producers but perhaps especially for more independent outfits that are looking for cost-effective solutions for small-scale projects. Amazon offers this service on an a la carte basis, making it particularly easy to use for the latter group, and startups in general,” writes Ingrid Lunden in techcrunch.com. Let the games begin.-MediaPost

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Video ads reached 53% of US population in Dec. [Report]

comScore Releases December 2012 U.S. Online Video Rankings

The comScore Video Metrix service shows that 182 million U.S. Internet users watched 38.7 billion online content videos in December, while video ad views totaled 11.3 billion.

Top 10 Video Content Properties by Unique Viewers
Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in December with 153 million unique viewers, followed by Facebook.com with 58.8 million, VEVO with 51.6 million, NDN with 49.9 million and Yahoo! Sites with 47.5 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, Inc. with 692 million. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers December 2012 Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included) Source: comScore Video Metrix
Property	Total Unique Viewers (000)	Videos (000)*	Minutes per Viewer
Total Internet : Total Audience	181,717	38,673,322	1,150.2
Google Sites	152,971	13,181,969	388.3
Facebook.com	58,776	419,959	16.4
VEVO	51,640	592,463	39.3
NDN	49,942	510,319	69.5
Yahoo! Sites	47,516	383,514	51.5
AOL, Inc.	42,425	692,467	55.0
Viacom Digital	42,334	431,833	39.4
Microsoft Sites	40,604	472,812	39.4
Amazon Sites	38,129	138,968	10.3
Grab Media, Inc.	34,911	203,512	28.8

*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.
Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed 11.3 billion video ads in December, with Google Sites ranking first with nearly 2 billion ads. BrightRoll Video Network came in second with 1.8 billion, followed by Liverail.com with 1.8 billion, Adap.tv with 1.5 billion and Hulu with 1.5 billion. Time spent watching video ads totaled 4.1 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 966 million minutes. Video ads reached 53 percent of the total U.S. population an average of 70 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 65, while Google Sites delivered an average of 20 ads per viewer.

Top US Online Video Ad Properties Ranked by Video Ads* Viewed Dec 2012 Total U.S. – Home and Work Locations Ad Videos Only (Content Videos Not Included)
Property	Video Ads (000)	Total Ad Minutes (MM)	Frequency (Ads per Viewer)	% Reach Total U.S. Population
Total Internet : Total Audience	11,322,657	4,135	69.9	52.6
Google Sites	1,998,861	155	20.0	32.4
BrightRoll Video Network**	1,826,453	966	13.8	43.1
LiveRail.com†	1,797,940	813	18.2	32.1
Adap.TV†	1,541,695	741	11.7	42.9
Hulu	1,454,115	584	64.9	7.3
Specific Media**	988,399	419	7.7	41.6
TubeMogul Video Ad Platform†	783,934	297	8.4	30.3
Tremor Video**	743,969	361	8.6	28.0
Auditude, Inc.**	736,787	153	12.8	18.7
Videology**	632,977	337	7.5	27.3

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange/DSP/SSP

Top 10 YouTube Partner Channels by Unique Viewers
The December 2012 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 50.5 million viewers. Fullscreen climbed into the #2 position for the first time with 31.1 million viewers, followed by Maker Studios Inc. with 30 million, Warner Music with 26 million and Machinima with 26 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (68 minutes per viewer) followed by Maker Studios (44 minutes per viewer). VEVO streamed the greatest number of videos (565 million), followed by Machinima (503 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers Dec 2012 Total US – Home and Work Locations Content Videos Only (Ad Videos Not Included)
Property	Total Unique Viewers (000)	Videos (000)	Minutes per Viewer
VEVO @ YouTube	50,485	564,531	37.9
Fullscreen @ YouTube	31,079	191,159	19.1
Maker Studios Inc. @ YouTube	30,013	362,971	43.6
Warner Music @ Youtube	26,025	141,622	18.1
Machinima @ YouTube	25,994	502,656	68.1
BroadbandTV @ YouTube	13,370	79,937	18.1
Collective Digital Studio @ YouTube	9,281	59,197	20.2
ygent @ YouTube	8,640	25,991	9.4
Alloy Digital @ YouTube	8,582	57,643	25.2
MOVIECLIPS @ YouTube	8,471	29,729	9.3

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

Other notable findings from December 2012 include:

• 84.9 percent of the U.S. Internet audience viewed online video.
• The duration of the average online content video was 5.4 minutes, while the average online video ad was 0.4 minutes.
• Video ads accounted for 22.6 percent of all videos viewed and 1.9 percent of all minutes spent viewing video online.

-ComScore VideoMetrix

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