YouTube Ads | YouTube VIDEO Ad Marketing, Advertising, Commercials, Pre-Rolls, Pre-Roll
ComScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 181.9 million Americans watched 38.8 billion online content videos in April, while the number of video ad views reached an all-time high at 13.2 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 April with 154.6 million unique viewers, followed by Facebook with 627 million, VEVO with 52.9 million, NDN with 45.3 million, and Yahoo! Sites with 45.1 million. Nearly 39 billion video content views occurred during the month, with Google Sites generating the highest number at 13.0 billion and Facebook reaching an all-time high once again with 740.8 million. Google Sites had the highest average engagement among the top ten properties.
Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed a record 13.3 billion video ads in April, with Google Sites ranking first with 2.4 billion ads. BrightRoll Platform came in second with 2.2 billion, followed by LiveRail.com with 1.7 billion, Adap.tv with 1.5 billion and Hulu with 1.4 billion. Time spent watching video ads totaled 5.1 billion minutes, with BrightRoll Platform delivering the highest duration of video ads at 1.1 billion minutes. Video ads reached 53 percent of the total U.S. population an average of 82 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 63.
Other notable findings from April 2013 include:
- 84.7 percent of the U.S. Internet audience viewed online video.
- The duration of the average online content video was 5.6 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 25.5 percent of all videos viewed and 2.3 percent of all minutes spent viewing video online.
Advertising executives admit the tide of ads is changing and online video ads taking the lead, new research has found.
Seventy-five percent of ad agency executives say that online video ads are more effective than traditional TV ads compared with just 17 percent who say they are less effective. That sentiment is shared when comparing online video ads with social media and search advertising ads as well. Ad executives also feel that online video ads are also more effective than direct response and display ads, a new eMarketer report found.
“The popularity of digital video viewing is helping drive the expansion of the online video ad market,” the eMarketer report said. “Ad execs may be responding to U.S. consumers’ seemingly endless demand for online video.”
Consumers watched 13.2 billion online video ads last month, reaching an all-time high, according to a new report by comScore.
Data from the comScore Video Metrix also showed that over 180 million Americans watched almost 40 billion online content videos in April.
Google Sites came in as the number one online video content property, primarily driven by video consumption on YouTube, with 154.6 million unique viewers in April. Google was followed by Facebook with 627 million, VEVO with 52.9 million, NDN with 45.3 million, and Yahoo Sites with 45.1 million.
Consumers watched 5.1 billion minutes of video ads in April and video ads reached 53 percent of the total U.S. population an average of 82 times during the month. Over two billion video ads were seen on the Google Sites platform. The BrightRoll platform came in second with 2.2 billion. LiveRail, Adap.tv, and Hulu rounded out the top five, with Hulu delivering the highest frequency of video ads to its viewers with an average of 63.
Google Sites also garnered the highest frequency of ad views for the month. Consumers saw an average of 23 ads in April. BrightRoll platform came in second with 14 ad views.
Video music channel VEVO held the top position in the ranking of unique video viewers with 51.7 million viewers. Fullscreen came in second with 37.4 million viewers, followed by Maker Studios Inc. with 33.8 million, Warner Music with 32.2 million, and ZEFR with 28.1 million.
According to comScore’s study, 84.7 percent of the U.S. population saw an online video in April. The average length of an online video was reported to be 5.6 minutes long, while the average length of an online video ad was found to be 0.4 minutes. Video ads accounted for 25.5 percent of all videos viewed and 2.3 percent of all minutes spent viewing video online.
As online video gains viewers, cable TV’s losses mount. While 60% of US internet users surveyed told AYTM Market Research that they still had a cable TV subscription in May 2013, another 23% said they had a subscription in the past, but not any longer.
Consumers’ inclination to watch cable and network TV as it airs is declining fast, while consuming video on non-TV devices and watching over-the-top (OTT) content are increasingly becoming regular activities.
In a March 2013 survey, Leichtman Research Group found that 27% of US adults watched videos on non-TV devices every day and more than half of respondents did so on a weekly basis.
Online video and streaming is also bumping up the connected TV and OTT market. The Leichtman study found that in 2013, 44% of US households had at least one TV set connected to the internet, up from 38% in 2012. And as more TVs are connected digitally, online video viewing is rising quickly. This year, one-third of US adults surveyed reported watching OTT content daily (nearly double what it was 2 years ago) and 59% said they did so weekly.
YouTube and Netflix are big drivers of the movement to digital and OTT viewing. AYTM found that 29% of US internet users surveyed watched YouTube videos at least daily in May, and more than half of respondents did so more than once a week. Netflix has also seen a big bump in its subscriptions and use. In 2013, according to Leichtman, 22% of US consumers surveyed said they streamed Netflix weekly—more than five times as many as watched content via Netflix in 2010.
These trends are all pointing in the same direction: Traditional TV viewing is on the wane, and online video is rising fast. But this does not mean that TV’s role in the media ecosystem is totally diminished. As TV manufacturers and networks offer more dynamic viewing options, the nature of how and what US consumers watch on TV will continue to change.
AYTM additionally found that that over half of cable TV viewers said they watched less than half of the channels available via their subscription, and an overwhelming 74% said they would prefer to choose individual channels rather than paying for a whole bundle. As cable and network TV providers strategize how to keep consumers tuned in, all options are on the table.
A few examples of Original Professional Online Video are media companies like Wall Street Journal’s Live News), Funny or Die, Howcast, Netflix original series, or YouTube original channels (such as Buzzfeed or The Onion or Mental Floss). I would probably throw Cracked’s videos in there too. Anything that is made specifically online and is not intended to go to TV.
So let’s break the IAB report down:
19 percent of people 18 and older are watching.
OPOV is comparable to TV Online viewership at the “ever-viewed” and monthly levels. One-third of the people in the survey had ever seen OPOV or a TV show online. Thirty-eight percent had ever watched UGC (user-generated content). 1 in 9 saw an OPOV “yesterday,” (coming out to 28 million adults) and 1 in 10 watch it at least once a week.
Word-of-mouth is the main way people end up finding these videos, topping social media, search, and “stumbling upon” them.
The people surveyed liked online video because of the flexibility to watch it anytime. Of course, this works for TV episodes online as well for the most part. Also, OPOV is as “wanted” as prime time TV.
“When YouTube’s site first launched in May 2005, we never could have imagined the endless ways in which you would inspire, inform and entertain us every day.”
Today, more than 100 hours of video are uploaded to YouTube every minute. That’s more than four days of video uploaded each minute! Every month, more than 1 billion people come to YouTube to access news, answer questions and have a little fun. That’s almost one out of every two people on the Internet.
Millions of partners are creating content for YouTube and more than 1,000 companies worldwide have mandated a one-hour mid-day break to watch nothing but funny YouTube videos. Well, we made that last stat up, but that would be cool (the other stats are true).
YouTube reportedly could launch its paid subscription service for some of its specialist video channels as early as this week.
The a la carte service, which could involve as many as 50 video channels, would allow single channel subscriptions for as little as $1.99 a month, people familiar with the plan tell The Financial Times. YouTube confirmed to CNET in February that it was developing such a service but did not indicate when it would be ready for subscribers.
A paid content platform could give the Google-owned video site another revenue stream while allowing channel operators to finance different content production, such as TV shows and movies, a source said.
YouTube declined to comment on a target launch date for the service, reiterating earlier statements on the topic that it had “nothing to announce,” but that it was “looking into creating a subscription platform that could bring even more great content to YouTube for our users to enjoy and provide our creators with another vehicle to generate revenue from their content, beyond the rental and ad-supported models we offer.”
Calgary YouTube: Let customers discover your business
If you’re a small business, it’s doubtful any video about your product, service or personnel will be be seen by a billion people… but maybe a hundred thousand targeted customers would be nice. To get a fraction of that, you really ought to be using more video in your marketing, particularly through YouTube.
My law firm uses YouTube to advertise its lawyers and certain boutique practice areas, like franchising, animal law and immigration law, giving potential clients information about the practice area and also about the lawyer, who they might feel comfortable enough to hire…or not hire, simply as a result of the video. Other legal, accounting and services based organizations regularly use online video to market their professionals.
Going cheap can mean you look cheap. So hire a professional web video and social media marketing agency to produce and distribute a YouTube friendly video that can be accessed on your company’s website and circulated on other social media platforms like Facebook, LinkedIn and Twitter.
And if you’ve been featured in a traditional television interview, don’t let it go to waste. Try to get the interview downloaded to YouTube so that you can alert your clients, potential clients and other interested media. Professional public relations consultants can help you with that.
Perhaps the most important reason why you need more video was summed up best in an article by fellow columnist Lisa Ostrikoff of BizBOXTV: Want a higher search ranking overnight? Here’s how to do it. Referring to the need for your company’s web page to rank as high as possible in Google searches, she says “a quality web video hosted on your site makes the page 50 times more likely to be shown on the first page of Google search results”, which is where you want to be, because often, page 2 results might as well be page 6 results.
She goes on to say “Ever since Google purchased YouTube, the likelihood that [Google] will rank these videos favourably in search algorithms has markedly increased. In fact, it is possible to obtain a high ranking on Google practically overnight when web video is effectively used on a page. Google now rates web video even higher than high-quality, keyword-rich articles.”
So the most important reason to use more video is so that you have a better chance of being found higher on Google than your competitors.