Online Video Ad Views Reach New Heights

Online video ad views have been increasing rapidly this year, reaching a new high of 22.8 billion in August after a slight dip in July, according to the latest data from comScore. Last year, video ad views totaled 9.5 billion in August, when comScore’s methodology changed, demonstrating just how many more online video ads Americans are now watching on a monthly basis. Interestingly, this year’s increases aren’t the result of far greater reach among Americans. Rather, viewers are each seeing a much larger number of ads.



During the month, 55.6% of the US population was reached by online video ads, up only slightly from 55.4% the previous month. While reach has increased every month this year, the growth has been incremental, up from 50.5% in January.

Video ad frequency, though, has been growing more rapidly. In August, the average viewer saw 132 ads, besting the previous high of 121 set in June, and more than doubling January’s average of 58.

Google remained the top online video ad property in August, delivering roughly 3.2 billion ads. ADAP.TV moved back into the second spot (2.45 billion), ahead of BrightRoll (2.39 billion), LIVERAIL (2.2 billion), and Specific Media (1.67 billion), as 8 properties delivered more than 1 billion impressions.

In terms of video content, Google Sites again had the highest number of unique viewers (167 million), followed by AOL (71.2 million), Facebook (62.2 million), NDN (50.7 million) and VEVO (49.4 million).

Overall, comScore’s data indicates that 87% of online Americans watched video content in August, with the total number of videos viewed dropping to 46.7 billion from 48.5 billion in July. The duration of the average content video was 5.2 minutes, with the average online video ad lasting 24 seconds.

The average online video viewer spent about 21.6 hours watching video content during the month. A comparison of TV and online video consumption can be found here.

Other Findings:

• Among the top 10 video content properties, Google Sites generated the highest engagement, at an average of 522 minutes per viewer during the month. NDN was next at 92 minutes per viewer.
• VEVO retained its top spot in the YouTube partner rankings with almost 48 million unique viewers, followed by FullScreen and Maker Studios.

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Made-for-Web Video Remakes the TV Landscape

Viewers tend to have the same reaction to TV and video ads

A new wave of made-for-web video content has redefined what it means to watch television, according to a new eMarketer report, “Made-for-Web Video Content: The New TV.” eMarketer defines made-for-web video as programming created for digital platforms, including websites, desktop-based streaming apps and mobile apps.

Thanks to hits like Netflix’s “House of Cards,” it now matters little whether a show is delivered via cable, broadcast or Wi-Fi, or whether it’s viewed on a TV, laptop, tablet or smartphone. Consumers are making viewing decisions purely on the strength of the content, and advertisers are following their cues. These tectonic shifts in how programs are funded, distributed and viewed represent the biggest disruption in the television industry since the advent of cable.

Growth in overall digital and mobile viewing represents critical mass for content creators on new media platforms. There will be 204.6 million US digital video viewers in 2017, representing 78.1% of internet users and 62.7% of the general population. That’s an increase from 182.5 million in 2013, or 75.0% of internet users and 57.7% of US residents.



Original video content can be long- or short-form. In the longer-form category, Netflix, Hulu and Amazon are leaders, and the three services have each begun to introduce original content in the past few years.



In terms of the effect exclusive video content will have on subscriber numbers, a study by AYTM Market Research indicated just 37.1% of US internet users would consider paying for a streaming service if it had exclusive rights to a show they were interested in watching. The remaining 62.7% of respondents said they would “probably not” or “definitely not” subscribe on that basis.

Still, there are signs that, even at this early stage in its development, long-form made-for-web content is pulling viewers away from cable. In a June 2013 survey, CouponCabin looked at consumer attitudes toward pay TV services and discovered that 38% of US adult internet users streamed shows that were only available on streaming venues such as Netflix, Hulu and Amazon Instant Video.

While Netflix has taken an early lead in the world of full-length made-for-web video, YouTube has built a commanding lead in professional short-form programming.

comScore’s June 2013 ranking of YouTube partner channels found that VEVO was the most popular channel in terms of unique viewers and total videos.



Virtually all of the short-form, made-for-web content on YouTube and other venues is ad-supported. The same is true of full-length TV shows on Hulu and Hulu Plus. That means that, with the exception of subscription-only services such as Netflix or Amazon, enlisting the support of brand marketers is an essential strategy of content owners and platforms that cater to digital audiences.

Viewers don’t seem to make huge distinctions between TV and made-for-web video ads, either. A January 2013 Starcom study found that US internet users had similar attitudes toward ads during traditional TV and original streaming content. Feelings were slightly more polarized for streaming, with greater percentages of viewers reacting positively or negatively and fewer with neutral reactions. But the study did not indicate the kinds of statistical differences that would make marketers, content owners or streaming companies rethink the advertising model for online vs. traditional TV.




Take your video marketing to the next level.
Call Jeff at 888-712-8211 today!   

VMakers - Video made easy.
Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.info@VMakers.com