I have a question for you. Would adding video (infomercials and video blogging) to our online marketing solutions be beneficial to our clients? Many of us linger on YouTube longer than we expect. I know I am guilty of getting trapped into looking at all the crazy, informative, educational, and/or entertaining stuff out there.
In December of last year, over 182 million Americans watched 38.7 million videos on the internet. Video ads totaled 11.3 billion views. This was twice as many as in January 2012. Thanks to YouTube, Google ranks at the top for the most video content available.
| Top U.S. Online Video Content Properties Ranked by Unique Video Viewers December 2012 Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included) Source: comScore Video Metrix | |||
| Property | Total Unique Viewers (000) | Videos (000)* | Minutes per Viewer |
| Total Internet : Total Audience | 181,717 | 38,673,322 | 1,150.2 |
| Google Sites | 152,971 | 13,181,969 | 388.3 |
| Facebook.com | 58,776 | 419,959 | 16.4 |
| VEVO | 51,640 | 592,463 | 39.3 |
| NDN | 49,942 | 510,319 | 69.5 |
| Yahoo! Sites | 47,516 | 383,514 | 51.5 |
| AOL, Inc. | 42,425 | 692,467 | 55.0 |
| Viacom Digital | 42,334 | 431,833 | 39.4 |
| Microsoft Sites | 40,604 | 472,812 | 39.4 |
| Amazon Sites | 38,129 | 138,968 | 10.3 |
| Grab Media, Inc. | 34,911 | 203,512 | 28.8 |
Source: comScore Video Metrix, January 2013 (A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams.)
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Video ads reached 53 percent of the total U.S. population an average of 70 times during the month. Delivering the highest frequency of video ads to its viewers was Hulu with an average of 65.
| Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed December 2012 Total U.S. – Home and Work Locations Ad Videos Only (Content Videos Not Included) Source: comScore Video Metrix | ||||
| Property | Video Ads (000) | Total Ad Minutes (MM) | Frequency (Ads per Viewer) | % Reach Total U.S. Population |
| Total Internet : Total Audience | 11,322,657 | 4,135 | 69.9 | 52.6 |
| Google Sites | 1,998,861 | 155 | 20.0 | 32.4 |
| BrightRoll Video Network** | 1,826,453 | 966 | 13.8 | 43.1 |
| LiveRail.com† | 1,797,940 | 813 | 18.2 | 32.1 |
| Adap.TV† | 1,541,695 | 741 | 11.7 | 42.9 |
| Hulu | 1,454,115 | 584 | 64.9 | 7.3 |
| Specific Media** | 988,399 | 419 | 7.7 | 41.6 |
| TubeMogul Video Ad Platform† | 783,934 | 297 | 8.4 | 30.3 |
| Tremor Video** | 743,969 | 361 | 8.6 | 28.0 |
| Auditude, Inc.** | 736,787 | 153 | 12.8 | 18.7 |
| Videology** | 632,977 | 337 | 7.5 | 27.3 |
Source: comScore Video Metrix, January 2013
*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange/DSP/SSP
December 2012 data also revealed:
- 84.9 percent of the U.S. Internet audience viewed online videos.
- The duration of the average online content video was 5.4 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 22.6 percent of all videos viewed and 1.9 percent of all minutes spent viewing video online.
The verdict: I think I am going to invest some time into learning video editing and infomercial creation. What are your thoughts?
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