Live Rail Serves the Most Video Ads in March, Takes Top Spot in Ad Ranking
RESTON, VA, April 18, 2014 - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix® service showing that 187.8 million Americans watched 46.6 billion online content videos in March, while the number of video ad views totaled 28.7 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 155.6 million unique viewers. Facebook ranked #2 with 88.4 million viewers, followed by AOL, Inc. with 69.4 million, Yahoo Sites with 55.7 million and NDN with 50.9 million. Nearly 46.6 billion video content views occurred during the month, with Google Sites generating the highest number at 11.1 billion, followed by Facebook with 4.6 billion and AOL, Inc. with 1.3 billion. 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 2014 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 | 187,791 | 46,637,320 | 1,066.8 |
Google Sites | 155,613 | 11,069,548 | 294.0 |
88,424 | 4,592,878 | 79.9 | |
AOL, Inc. | 69,385 | 1,314,206 | 49.5 |
Yahoo Sites | 55,674 | 579,452 | 63.1 |
NDN | 50,945 | 558,226 | 81.3 |
Blinkx | 43,660 | 600,692 | 29.4 |
Turner Digital | 39,765 | 392,635 | 53.1 |
Vimeo | 37,975 | 170,131 | 33.1 |
Amazon Sites | 37,659 | 164,205 | 25.0 |
AnyClip.com | 36,626 | 437,140 | 51.0 |
*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 more than 28.7 billion video ads in March, with Live Rail capturing the #1 position with 3.9 billion ad impressions. AOL, Inc. came in second with 3.8 billion ads, followed by BrightRoll Platform with 3.1 billion, Google Sites with 3.1 billion and TubeMogul Video Ad Platform with 3 billion. Time spent watching video ads totaled 10.9 billion minutes, with AOL, Inc. delivering the highest duration of video ads at 1.7 billion minutes. Video ads reached 54.3 percent of the total U.S. population an average of 170 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 82.
Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed March 2014 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 | 28,749,115 | 10,863 | 170.1 | 54.3 |
Live Rail† | 3,891,534 | 1,598 | 25.5 | 49.0 |
AOL, Inc. | 3,806,253 | 1,744 | 28.0 | 43.7 |
BrightRoll Platform† | 3,131,166 | 1,510 | 18.7 | 53.9 |
Google Sites | 3,063,473 | 308 | 27.5 | 35.8 |
TubeMogul Video Ad Platform† | 3,028,328 | 954 | 26.4 | 36.9 |
SpotXchange Video Advertising Platform† | 2,437,158 | 765 | 22.0 | 35.7 |
Tremor Video** | 1,507,126 | 642 | 12.4 | 39.1 |
Specific Media** | 1,340,837 | 566 | 8.6 | 50.0 |
Hulu | 1,096,466 | 433 | 81.5 | 4.3 |
Videology† | 783,120 | 358 | 10.5 | 24.0 |
*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 2014 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 28.8 million viewers. ZEFR climbed into the #2 spot with 21.2 million unique viewers, followed by Maker Studios Inc. with 20.6 million, Disney Online with 20.4 million and Fullscreen with 20.4 million. Among the top 10 YouTube partners, Maker Studios Inc. demonstrated the highest engagement (76 minutes per viewer), followed by VEVO (59 minutes per viewer). VEVO streamed the greatest number of videos (583 million), followed by Maker Studios Inc. (511 million).
Top YouTube Partner Channels Ranked by Unique Video Viewers March 2014 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 |
VEVO @ YouTube | 28,800 | 583,136 | 58.7 |
ZEFR @ YouTube | 21,224 | 135,073 | 15.8 |
Maker Studios Inc. @ YouTube | 20,559 | 510,881 | 75.5 |
Disney Online @ YouTube | 20,409 | 91,288 | 7.6 |
Fullscreen @ YouTube | 20,380 | 390,567 | 52.2 |
Warner Music @ YouTube | 19,481 | 158,551 | 22.2 |
The Orchard @ YouTube | 15,731 | 70,095 | 12.2 |
Style Haul, Inc. @ YouTube | 13,085 | 109,011 | 20.3 |
GEICO @ YouTube | 10,850 | 31,259 | 3.9 |
BroadbandTV @ YouTube | 10,505 | 165,587 | 43.9 |
Other notable findings from March 2014 include:
- 85.9 percent of the U.S. Internet audience viewed online video.
- The duration of the average online content video was 4.3 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 38.1 percent of all videos viewed and 5.1 percent of all minutes spent viewing video online.
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments.www.comscore.com/companyinfo.
Contact:
Adam Lella
comScore, Inc.
+1 (312) 775-6474
press@comscore.com
Tags: Ad Impressions, Engagement, Rankings, Video, YouTube
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