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BizReport : Advertising archives : April 29, 2013

Where video viewers are engaging

Across the globe more consumers are tuning in to online video. Whether streaming full length episodes via mobile devices or looking for short-form, user generated content, video sites are brimming with viewers who are engaging with content and ads. Here's the breakdown:

by Kristina Knight

Data from Les Echos, using comScore Video Metrix data shows the hottest video properties around the globe. According to the data Google/YouTube is pulling in the most viewers, for content and ads, followed by Facebook and Vevo. The data was pulled down for January 2013.

Meanwhile, March data for the US viewership shows more than 182 viewers tuned in to about 39 billion pieces of video content. Just over 13 billion video ads were viewed. Here's the breakdown:

• Google sites pushed content views with 153.9 million unique viewers; those viewers spend nearly 300 minutes watching content
• Facebook had 63.8 million uniques who watched 25 minutes of content
• Both Vevo and Yahoo engaged about 50 million viewers who watched between 36 and 59 minutes of content

As for video ads, more than 13 billion video ads were served; most of those ads (2.3 billion) were viewed on Google (including YouTube) sites. Some other takeaways included:

• Google sites reached 32% of the US population via ads
• BrightRoll served 2.238 billion ads to about 50% of the US population
• Adap.TV served 1.782 billion ads to 41% of the population
• Hulu served 1.59 billion ads to 7% of the population

Video ads reached just over half the US population throughout March; each viewer was reached more than 80 times through the month. And, while Hulu served fewer ads to fewer consumers, their frequency of ads was highest; each Hulu viewer saw ads 66 times on average.

Tags: comScore, online video, video ads, video viewing trends

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