Americans watched nearly 10 billion video ads in January and video ad volume spiked 47% year over year, according to researchers.
As recently mentioned on A4u, in an opinion piece by LBi’s Andrew Girdwood, online video is experiencing rapid growth and it is a prime time for affiliates to jump in and take advantage of the booming industry.
So for those that remain unsure about stepping away from more conventional promotional platforms, perhaps the latest stats on viewing choices may persuade you otherwise.
Billions Tune Into Ads
Nearly 180 million US internet users watched 36.2 billion online content videos last month and the number of video ad views reached 9.1 billion, according to research by global digital analytics company, comScore.
In terms of the top 10 video content sites and unique video viewers, Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in January - with 150 million unique viewers. In second place was Facebook, and then VEVO.
ComScore said 83.5% of the US internet audience viewed online video, and video ads reached more than 50% of the total US population an average of 58 times during the month.
Google Pulls Rank
Time spent watching video ads totalled 3.5 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 849 million minutes.
FreeWheel, which manages ad sales rights and serves ads into the US and abroad, has also just released its Video Monetization Report, which highlights the changing dynamics of how content owners and distributors are monetising professional digital video content.
In its full-year 2012 report, established primarily on US activity of US-based content producers, it found that video ad volume spiked 47% year-over-year - fuelled by holiday spending and increased ad loads.
A Cautionary Tale
The study reported that advertiser demand for ad placement in rights-managed digital video content was at its highest level since this data was first reported, back in 2010.
However, as the volume of ad viewing is increasing at a faster rate than video viewing, this is also a ‘cautionary tale’ as ad availabilities in the future could become constrained if there is not enough viewing volume to support it, the report said.
“For now, the rise in ad loads for long-form content to over nine ads per video view is proving that for consumers, an increasingly TV-like ad load is acceptable,” the report said.
Apple Leads the Pack
FreeWheel found that viewing on devices such as smartphones, tablets and games consoles was only 2% of total video viewing volume in Q4 2011, but by Q4 of 2012, this number rose to 12%.
Over 1.8 billion video views took place on these devices in Q4 2012, and the volume of video views on these devices grew 30% from Q3 2012 to Q4 2012 alone.
The report also said that Apple continues to dominate video viewing behaviours, with 60% of viewing taking place on iPhones, iPads, and iPods.