Online video ad views jumped to a record high of 13.2 billion in March, up about 33% month-over-month, details comScore in its latest Video Metrix data release. To put that 13.2 billion figure in context, it means that video ads accounted for one-quarter of all videos viewed. Video ad reach extended to 52% of all Americans an average of 82 times during the month. In February, video ads had a similar reach, though frequency was almost 25% less (63 times on average).
Overall, 84.5% of online Americans (182.5 million) watched 39.3 billion online content videos in March, up from 33 billion a month earlier. The duration of the average content video was 5.6 minutes, with the average online video ad lasting 24 seconds. Given duration and reach differences, although video ads accounted for one-quarter of all videos viewed, they accounted for a smaller 2.2% of all minutes spent viewing video online.
Google one-upped its record-setting February by serving more than 2.3 billion ads for the month, followed closely by BrightRoll (2.2 billion). 4 other properties exceeded the 1 billion ad mark.
- Google Sites, driven primarily by video viewing at YouTube.com, was once again the top online video content property with 153.9 million unique viewers. Facebook was next with 63.8 million, followed by VEVO (52 million), Yahoo! Sites (50.3 million), and Viacom Digital (43.8 million). Each increased its number of unique viewers from February.
- Google Sites generated the largest amount of video views (12.8 billion), while Facebook bested its previous high, set in February, by more than 25% (705.6 vs. 557.6 million).
- Hulu delivered the highest frequency of video ads to viewers again, this time at 66.
- Fullscreen once again held onto the second spot in the YouTube partner rankings, while VEVO retained its top ranking.