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Direct Response Marketing

Video Ad Viewing Nearly Doubles

8 Jan, 2014 By: Doug McPherson

RESTON, Va. – Americans viewed nearly 26.8 billion video ads in November, with AOL Inc. maintaining the top position with 4 billion ad impressions, comScore reports.

Google Sites came in second with 3.6 billion ads, followed by with 3.1 billion, BrightRoll Platform with 2.7 billion and SpotXchange Video Ad Marketplace with 2.4 billion.

Video ads reached 55.8 percent of the total U.S. population an average of 155 times during November. Hulu delivered the highest frequency of video ads to its viewers with U.S. consumers watching an average of 89 more video ads in November 2013 than during the same period a year ago.

In November 2013, video ads made up 36.2 percent of all videos viewed, up from 20.8 percent for the same time frame a year ago.

Video viewing saw a steady rise throughout 2013. In February 2013, video ads comprised 23 percent of videos viewed. In April 2013, video ads accounted for 25.5 percent of all videos viewed. By July, the figure had risen to 28.8 percent, and in September it hit 33.3 percent.

Viewers are also spending more time with video ads. Time spent watching video ads totaled 10.2 billion minutes, with AOL Inc. delivering the highest duration of video ads at 1.8 billion minutes. In November 2012, U.S. Internet viewers watched video ads only 1.8 percent of the time they viewed online video, but a year later, that share had risen to 4.4 percent of all minutes.

But the average online video clocked in at 4.7 minutes last month, down from 5.4 minutes a year ago, and the average ad registered at less than half a minute long, the same as a year ago at 0.4 minutes. In addition, the overall audience size stayed about the same. In November 2013, comScore said 87.1 percent of the U.S. Internet audience watched online video, about on par with 85.5 percent a year ago.

Analysts say the takeaway is that ads are becoming more pervasive, but their ubiquity isn’t turning off viewers.

Mike Einstein with the Brothers Einstein, a brand management firm, commented on the findings: “With pre-roll video abandon rates of 40 percent-plus, and skip rates of 70 percent-plus when given the option, it’s specious reasoning to assume that the other 60 percent or 30 percent are actually being viewed. Tolerated, perhaps, but viewed? No way.”

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