Google, the Largest Online Video Property in February, Plans to Broker Video Ads
Google is creating a video marketplace within its DoubleClick Ad Exchange, according the company’s vice president of product management. This would mean that Google would become a middleman for selling ads on the Internet, similar to what it does now for display ads.
The system will offer users a real-time bidding (RTB) exchange to purchase ads. It’s currently being tested for in-stream video ads in YouTube, with plans to expand to sites and platforms across the Web.
“The RTB auction model allows advertisers to purchase ad space per impression, rather than in bulk or in buckets of 1,000 impressions,” explains Laurie Sullivan of MediaPost.
For publishers, this will help them to avoid having unsold space on their pages.
A study from Google’s DoubleClick and Digiday found that 88 percent of buyers plan on purchasing ad space via RTB platforms in 2011, up 16 percent from last year. Eighteen percent of buyers said they plan to use RTB for in-stream video this year.
According to Neal Mohan, vice president for product management at Google, the “promise of video for publishers is pretty tremendous.”
According to comScore, Google Sites was the top online video property in February with 141.1 million unique viewers, each spending an average of 261.6 minutes, or 4.4 hours, viewing content on its sites.
Microsoft Sites was second with 48.8 million unique viewers in February, each spending an average of 46.5 minutes watching its content.
Yahoo Sites was third with 46.7 million viewers, followed by Facebook with 46.7 million viewers, VEVO with 45.9 million viewers, Viacom Digital with 45.2 million viewers, AOL with 38.8 million viewers, Turner Digital with 27.4 million viewers, Hulu with 27.3 million viewers and NBC Universal with 24.2 million viewers.
There were a total of 169.6 million unique online video viewers in February, according to comScore.
Hulu generated 1.1 billion video ad impressions, the most of any online video property in the U.S. in February. The site boasted 48.1 ads per viewer during the month, with a reach of 7.8 percent of the total U.S. population.
Tremor Media Video Network followed with 548.3 million impressions, while ADAP.TV had 395.9 million impressions in February.
Americans viewed 3.8 billion video ads in February, according to comScore.
The average online content video was 5.1 minutes long, while the average online video ad was 0.4 minutes long.
Sources:</strong
http://online.wsj.com/article/SB10001424052748703555404576195023380054858.html
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=146919
