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Hulu Dominates Video Advertising, comScore Shows

21 Mar, 2012 By: Jackie Jones

ARLINGTON, Va. – Hulu has bypassed Internet giant Google when it comes to online video advertising, according to new data from comScore Inc.

While Google still dominates online video, Hulu now attracts more video ad impressions, boasting more than 1.5 billion in February, comScore data showed.

“Americans viewed 7.5 billion video ads in February, with Hulu delivering a record-high number of video ad impressions at more than 1.5 billion,” comScore’s report read. “Video ads reached 50 percent of the total U.S. population, an average of 49 times during the month. Hulu delivered the highest frequency of video ads to its viewers, with an average of 48.”

Other notable findings of the survey included:
• Nearly 84 percent of the U.S. Internet audience viewed video online in February.
• The duration of the average online content video was 6.2 minutes, while the average online video ad was less than a half-minute.
• Video ads accounted for 16.6 percent of all videos viewed and 1.3 percent of all minutes spent viewing video online.

Hulu has long had a business strategy with marketers in mind. The streaming television Web site added search and analytics to its product lineup in an effort to make it more appealing to marketers back in 2010 (Response This Week, Jan. 6, 2010).

Hulu’s audience had grown 23 percent year-over-year for the month of November 2011, to 34.5 million unique viewers, according to a separate comScore report. “One of the major things we’re doing is that we continue to grow our content offering,” J.P. Colaco, Hulu’s senior vice president of advertising, told AdWeek at the time. “We started with two content partners, and now we have over 300. We’ve been very aggressive about getting content that would resonate with our audience.”

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