Online video ad views fell from a peak of 11.3 billion in December 2012 to just 9.1 billion last month, a 19.5% decline, according to the latest figures from comScore. That mirrors a 22% drop between December 2011 and January 2012, suggesting that there is a seasonal trend at play. While video ad views were down significantly in January of this year, they still were up 62.5% year-over-year, underscoring just how rapidly the online video advertising market is growing.
Particularly in longer-form content, ad completion rates continue to be strong – and increasing – per the latest data from FreeWheel.
Last month, video ads accounted for 20.1% of all videos viewed, and 1.7% of time spent viewing video online. That compares with 12.2% and 0.9%, respectively, in January 2012.
The latest comScore figures reveal that 83.5% of online Americans watched online video in January, which is actually a slight decrease from 84.4% the previous year. Online video ads reached more than 50% of the online population an average of 58 times, compared to 47% of the online population in January 2012, who were reached on average just 38 times.
- The American online population watched roughly 36.2 billion online content videos in January, down from 38.7 billion in December.
- The average online content video was 5.7 minutes in length, while the average online video ad was 0.4 minutes.
- Google Sites maintained its lead over BrightRoll Networks as the number one video ad property, with 1.8 billion ad views during the month.
- Google Sites, driven primarily by video viewing at YouTube.com, was once again the top online video content property with 150 million unique viewers. Facebook was next with 57 million, followed by VEVO (50.1 million), NDN (49.1 million) and Yahoo! Sites (43.7 million).
- Fullscreen held onto the second spot in the YouTube partner rankings, while VEVO retained its top ranking.