Online Video Ad Views Reach New Heights, as Per-Viewer Frequency Jumps

comScore-Aug-Online-Video-Ad-Views-Sept2013Online 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.

comScore-Reach-Frequency-Online-Video-Ads-Jan-Aug-2013-Sep2013During 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.