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While watching your favorite clips on YouTube or your favorite TV series and movies on Hulu might make up a bulk of your online video views a new study by comScore shows that 15% of all videos viewed are actually video ads.
According to the study in the third quarter of 2011 online video ad growth surpassed online video view growth.
The study also found that online video revenues are set to triple in 2011 which makes sense since video ads also appear to be growing by record numbers.
According to analytic data firm comScore their November 2011 U.S. Online Video Rankings shows video ads made up 15 percent of all videos viewed in November while 1.3 percent of allminutes spent viewing online videos came in the form of video advertising.
When you take into account that “Americans viewed 7.2 billion video ads in November” that 15% is a large number of video ad views and minutes.
The apparent biggest winner from more video ad views is Hulu with 1.3 billion videos viewed followed by Tremor Video which served 1.1 billion videos. with Hulu generating the highest number of video ad impressions at more than 1.3 billion, followed by Tremor Video in second with 1.1 billion.”
TubeFilter’s Joshua Cohen did the math and determined that each user watches approximately 16 minutes and 49 seconds worth of ads each month.
Also winners in the video ad space are:
Adap.tv, BrightRoll Video Network, Specific Media, CBS Interactive, TubeMogul Video Ad Platform, Microsoft, AOL and SpotXchange Video Ad Marketplace.
Interestingly it was Tremor media that displayed the most time spent on video ads with 594 million minutes of ads compared to Hulu’s 565 million minutes. It’s still unclear however which company commands the highest premium ad space pricing, given Hulu’s connection to major studios I’m willing to bet their ads pay out at a higher rate over Tremor media ads.
While a monthly total that high might shock some readers it’s still one minute and 11 seconds less than we typically watch during a one-hour TV program when DVR isn’t taken into the equation.
Do you feel that online advertisers are taking online video ads too far or have they become a necessary evil in order to boost revenues during a struggling market economy?
