Nearly 6.9 Billion Video Ads Were Viewed in the U.S. in September
According to comScore’s U.S. online video rankings for September, Google Sites remained the top online video content property and Hulu remained the top video ad property.
The report found that there were 181.9 million unique viewers in the U.S. in September, up slightly from 180.4 million unique viewers in August. In September, 39.8 billion videos were viewed in the U.S., with viewers notching a mark of 19.5 hours (1,167.9 minutes) per viewer.
Google Sites ranked atop the list of top online video content properties ranked by unique video viewers with 161.4 million viewers. These viewers watched 18.6 billion videos during the month and averaged 6.3 hours (378.0 minutes) per viewer.
VEVO was second with 57.3 million unique viewers, followed by Microsoft Sites with 54.0 million viewers and Viacom Digital with 53.4 million viewers.
Facebook.com fell from third place in August to fifth place in September with 49.9 million unique viewers, followed by Yahoo Sites with 46.1 million viewers, AOL Inc. with 41.9 million viewers, NBC Universal with 29.8 million viewers, Turner Digital with 28.6 million viewers and Hulu with 27.1 million viewers.
During September, nearly 6.9 billion video ads were viewed by Americans, equivalent to 2.9 billion minutes spent watching video ads during the month. Each viewer saw an average of 45.3 ads in September, and video ads reached 50.3 percent of the total U.S. population.
Hulu was the top online video ad property ranked by video ads viewed with 1.0 billion video ad impressions in September.
Tremor Video followed with 811.1 million video ad impressions, while Adap.tv had 803.4 million video ad impressions.
VEVO was the top YouTube Partner Channel ranked by unique video viewers in September with 57.3 million unique viewers, followed by Warner Music with 28.8 million viewers and Machinima with 17.0 million viewers.
comScore also noted that 85.3 percent of the U.S. Internet audience viewed online video in September. The duration of the average online content video was 5.3 minutes, while the average online video ad was 0.4 minutes. Also, video ads accounted for 14.7 percent of all videos viewed during the month, and 1.4 percent of all minutes spent viewing video online.
Separate findings from Eyeview and KAYAK found that personalized video ads resulted in a 37 percent lift in purchase intent, 100 percent list in brand favorability and a 73 percent list in brand loyalty.
The study also found that online video viewers are receptive to personalized online video ads, with 66 percent indicating positive feelings about them.
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