Online Video Ads to Become More Important to Consumers and Marketers
Analysts expect a drop every year from December to January with respect to ad activity, especially for the number of online video ads served. This year was no exception. But, since then, the number of online video ads viewed has jumped sharply, indicating the importance of this format for marketers.
comScore’s Video Metrix division tracks online video ad views and noted that about 9.1 billion ads were viewed in January 2013, after the holiday promotional season ended. The number of views edged up to 9.9 billion in February, marking an 8.8% rise. In March, consumers watched 13.2 billion ads. This was a 33% increase in one month.
The data points to important trends for video advertising. The average web user is watching 82 videos a month. However, the real growth in video ads viewed is coming from the broader reach the format is enjoying. About 84% of online consumers now watch online video, making a big audience for video ads. Each piece of video content lasts about 5.6 minutes and the typical ad runs for 0.4 minutes or 24 seconds.
As marketers consider where they want their video ads to appear, they should know that Google’s YouTube, is the top site with 154 million unique monthly visitors. Facebook is a distant second at 62.7 million visitors. In terms of ad frequency, however, Hulu rules with the average visitor viewing 63 video ads a month. Video ad viewing makes up 25.5% of all online videos viewed and the time spend on the format amounts to 2.3% of total video viewing time.
Have you explored online video advertising yet? If not, what’s holding you back?[Source: comScore Releases April 2013 Online Video Rankings. Comscore.com. 22 May 2013. 3 Jun 2013]