Ads Accounted for 36% of Online Videos Viewed in November

December 18, 2013

This article is included in these additional categories:

Digital | Video

comScore-Nov-Online-Video-Ad-Views-Dec2013The number of online video ads Americans are watching from desktops and notebooks continues to rise on a monthly basis, per comScore’s latest figures. At 26.8 billion last month, the number of video ads viewed was roughly 2.5 times greater than a year earlier (10.5 billion). Video ad views have been growing at such a rapid pace that they now represent 36% of all video views, a fairly remarkable increase from 20.8% share last year. Of course, ads’ share of total minutes spent viewing video online is much smaller – at 4.4% – but even that is up significantly from 1.8% last year.

comScore-Reach-Frequency-Online-Video-Ads-Jan-Nov-2013-Dec2013As appears to be the case each month, the increase in video ad views owes more to the frequency of ads per viewer than an increase in reach among the total US population. In fact, ads’ reach in November (55.8%) was slightly lower than in October (56%) – but viewers watched almost 155 ads each in November as opposed to 141 a month earlier.

AOL continued remained the top online video ad property in November, boosted by its acquisition of Adap.tv. AOL served roughly 4 billion ads, and was followed by Google (3.6 billion), LIVERAIL.COM (3.1 billion); BrightRoll (2.7 billion) and SpotXchange (2.4 billion). In all, 9 properties delivered at least one billion ads, a new high.

Facebook Bumped to 3rd Spot in Online Video Property Rankings

Facebook may make its mark in the online video ad properties pending the rollout of its autoplay ads, but it lost ground last month in terms of video content views, according to comScore. After ousting AOL from the second position a couple of months ago, Facebook surrendered that ranking back to AOL, with 66.2 million unique viewers compared to AOL’s 73 million.

There was no change at the top – as Google Sites (primarily driven by YouTube) continues to blow the competition away, with more than twice as many unique viewers as AOL (163.5 million in total).

Overall, comScore’s data indicates that 87.1% of online Americans watched video content in November, with the total number of videos viewed dropping to 46 billion from 46.7 billion in August. The total number of videos viewed fell from 49.1 billion in October to 47.1 billion, as did the duration of the average content video (from 5.1 minutes to 4.7 minutes). The duration of the average online video ad remained unchanged at 24 seconds.

The average online video viewer spent about 2-and-a-half hours less watching video content this month (19.6 vs. 22.1 hours).

Other Findings:

  • Among the top 10 video content properties, Google Sites generated the highest engagement, at an average of 387.9 minutes per viewer during the month, down from 507 the previous month.
  • VEVO retained its top spot in the YouTube partner rankings with about 42.6 million unique viewers, while Fullscreen (30.5 million) maintained its lead over Maker Studios (27.4 million) for the second spot.
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