October 5, 2010
Americans viewed more than 3.8 billion video ads in August, highlighting a big opportunity for luxury marketers to target consumers via this form of advertising, according to a comScore study.
Hulu generated the highest number of video ad impressions at 790 million. BrightRoll Video Network ranked second overall and highest among video ad networks with 469 million ad views, followed by Tremor Media Video Network (442 million) and Microsoft Sites (234 million).
“The implication for luxury marketers is that online video is a fast-growing marketing channel that they ought to consider as part of their marketing mix,” said Andrew Lipsman, senior director of industry analysis at comScore, Reston, VA.
“Luxury marketers should understand their particular target audience, find out where they are consuming video and consider using this medium for advertising,” he said.
Video ads are popular
Video ads reached 45 percent of the total population in the United States an average of 28 times during the month, according to comScore.
Hulu delivered the highest frequency of video ads to its viewers with an average of 30 over the course of the month.
ComScore also found that 178 million U.S. Internet users watched online video content in August for an average of 14.3 hours per viewer.
The total U.S. Internet audience engaged in more than 5.2 billion viewing sessions during the course of the month.
Top video content properties
Google sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property with 146.3 million unique viewers.
Facebook.com jumped one position to capture the No. 2 spot with 58.6 million viewers, for a total of 243 million viewing sessions.
Yahoo sites ranked third with 53.9 million viewers, followed by Vevo with 45.4 million.
Google sites had the highest number of overall viewing sessions with 1.9 billion and average time spent per viewer at 270 minutes, or 4.5 hours.
The comScore study found that 85.1 percent of the total U.S. Internet audience viewed online video.
Video ads accounted for 10.7 percent of all videos viewed and 1.0 percent of all minutes spent viewing video online.
“Now is an especially good time for luxury marketers to raise their brand awareness in advance of the holiday season,” Mr. Lipsman said.
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