Video ads have posted another record-breaking month in May, going over the 10 billion mark for the first time. ComScore reported Hulu was at the top of the list with over 1.6 billion video ads delivered. YouTube and Google sites followed with nearly 1.4 billion video ads. BrightRoll Video Network was the only other video ad property to break the billion mark with 1.1 billion video ads delivered.
ComScore includes only streaming-video advertising in its report, and does not measure other types of video monetization, such as overlays, branded players, matching banner ads, etc.
Americans spent over 4.5 billion minutes watching video ads in May. Hulu led this category as well with 725 million minutes. BrightRoll Video Network and Adap.tv were the next two leading properties with 673 million and 556 million minutes, respectively.
Video ads reached 52 percent of the U.S. population an average of 64 times during the month of May. Hulu once again topped the category by delivering the highest frequency of video ads to their viewers with an average of 56. ESPN was second in the category with an average of 29 ads per viewer.
Despite being a leader in those three categories, Hulu ranked near the bottom of the list in reaching the U.S. population. Compared to the leaders in this category - BrightRoll Video Network (35.8 percent) and Specific Media (31.9 percent), Hulu reached just 10 percent of the population.
ComScore also released data from the comScore Video Metrix showing that over 180 million U.S. Internet users watched 36.6 billion content videos last month. YouTube, VEVO, and Yahoo Sites topped almost every category of the video content rankings.
| Top U.S. Online Video Ad Properties Ranked by Video Ads Viewed, May 2012 | ||||
|---|---|---|---|---|
| Property | Video Ads (000) | Total Ad Minutes (MM) | Frequency (Ads per Viewer) | % Reach Total U.S. Population |
| Total Internet: Total Audience | 10,076,499 | 4,517 | 63.6 | 51.7 |
| Hulu | 1,666,846 | 725 | 55.5 | 9.8 |
| Google Sites | 1,385,273 | 143 | 18.6 | 24.3 |
| BrightRoll Video Network | 1,130,983 | 673 | 10.3 | 35.8 |
| Adap.tv | 966,204 | 556 | 13.1 | 24.1 |
| TubeMogul Video Ad Platform | 896,787 | 259 | 17.4 | 16.8 |
| Specific Media | 751,542 | 359 | 7.7 | 31.9 |
| Tremor Video | 725,944 | 408 | 14.1 | 16.8 |
| SpotXchange Video Ad Marketplace | 615,290 | 326 | 13.5 | 14.9 |
| Auditude, Inc. | 569,862 | 219 | 11.6 | 16.0 |
| ESPN | 490,103 | 169 | 28.6 | 5.6 |
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