By Daisy Whitney
After a robust 2011, online video advertising should enjoy yet another year of rapid growth. eMarketer said online video ad spending should jump 40% this year to reach $3.1 billion. That’s after a 52% rise in 2011, and the boost will continue to be powered by pre-roll ads.
The dominant video formats this year will be pre-roll and mobile video, eMarketer said, citing results from a recent Break Media study finding that 63% of advertisers plan to buy pre-roll ads this year, about the same as in 2011. About 55% plan to use mobile video ads, up from 39% last year. Other popular formats are in-banner video ads with 53% of marketers planning to use them this year, down from 59% last year, and banner ads at 47%, the same as last year. Interestingly, advertisers are also keen on connected TV ads with about one-quarter saying they’ll use them this year, up significantly from 12% in 2011.
eMarketer said about 169 million people, or 71% of US internet users, will watch online video each month by the end of 2012.
In other video year-end wraps, Nielsen released its list of top 10 U.S. destinations for video. [http://blog.nielsen.com/nielsenwire/online_mobile/nielsens-tops-of-2011-digital/] Not surprisingly, YouTube topped the charts with 111 million unique video viewers per month, followed by VEVO at more than 34 million, and Facebook at nearly 30 million. Rounding out the top five were Yahoo with 25 million and MSN at more than 16 million. Also hitting the top 10 were AOL, Hulu, CollegeHumor, CNN and Netflix.
200 Billion Videos Viewed Online In October; YouTube Delivers 2 out of 5 Worldwide
By Jack Loechner
According to data on worldwide online video viewing from the comScore Video Metrix service, 1.2 billion people age 15 and older watched 201.4 billion videos online globally during October 2011. Google Sites, driven by YouTube.com, ranked as the top video destination with nearly 88.3 billion videos viewed on the property worldwide during the month.
| Top 5 Global Video Properties by Total Videos Viewed (000) (October 2011 Total Worldwide; Visitors Age 15+; Home/Work Location) | ||
| Videos (000) | Share of Videos | |
| Total Audience | 201,420,689 | 100.0% |
| Google Sites | 88,278,970 | 43.8% |
| Youku Inc. | 4,644,727 | 2.3% |
| VEVO | 3,697,229 | 1.8% |
| Facebook.com | 2,590,812 | 1.3% |
| Dwango Co., Ltd. | 2,458,180 | 1.2% |
| Source: comScore Video Metrix | ||
Dan Piech, comScore product manager for video, says “... global broadband connectivity continues to rise... online video viewing... has become a fully integrated component of the digital content experience... ”
In October 2011, 201.4 billion videos were viewed online, with the global viewing audience reaching 1.2 billion unique viewers age 15 and older. Google Sites led as the top global video property with nearly 88.3 billion videos viewed on the property during the month, accounting for 43.8% of all videos viewed globally. YouTube.com was the key driver of video viewing on Google Sites, accounting for more than 99% of videos viewed on the property.
China-based Youku, Inc. was the second largest video property globally with 4.6 billion videos viewed in October, followed by VEVO which accounted for nearly 3.7 billion videos .
An analysis of selected online video markets by engagement revealed that viewers in Canada and the U.S. averaged the highest number of videos per viewer in October, at 303 videos and 286 videos, respectively. Viewers in the UK averaged 268 videos per viewer during the month, while viewers in Turkey and Germany both watched an average of 250 videos.
Analysis of selected markets with the highest penetration of online video viewing revealed that 93.6% of Internet users in Turkey watched video during the month, followed by Canada with 90.9% of web users consuming video. Although markets in Latin America showed lower overall engagement with online video compared to their counterparts in other regions, Chile, Argentina, Brazil and Mexico ranked among the markets with the highest penetration
Selected Markets by Videos per Viewer and Online Video Viewing Penetration (October 2011; Total Worldwide Visitors Age 15+; Home/Work Location) | |||
| Markets | Videos per Viewer | Markets | % Reach Web Population |
| Canada | 303.7 | Turkey | 93.6% |
| U.S. | 286.3 | Canada | 90.9% |
| UK | 268.6 | Chile | 90.2% |
| Turkey | 250.7 | Argentina | 89.6% |
| Germany | 250.6 | Brazil | 89.0% |
| Japan | 222.7 | Hong Kong | 88.9% |
| France | 190.1 | Spain | 88.9% |
| Spain | 178.6 | U.S. | 88.0% |
| Hong Kong | 160.0 | Mexico | 87.2% |
| Singapore | 153.2 | France | 86.8% |
| Source: comScore Video Metrix | |||
No comments:
Post a Comment