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Video Advertising Impressions Reach Record Numbers in March

25 Apr, 2012 By: Jackie Jones

RESTON, Va. – Video advertising impressions reached record highs in March, according to the latest online video rankings released by comScore Inc., which measures the digital world and digital business analytics.

Data showed that 181 million U.S. Internet users watched nearly 37 billion online content videos in March, while video advertisements topped 8 billion for the first time on record, comScore said.

“Americans viewed more than 8.3 billion video ads in March, representing an all-time high, with Hulu delivering another month of record video ad views at more than 1.7 billion. Google sites ranked second with more than 1.2 billion video ads during the month, followed by BrightRoll Video Network with 953 million, with 892 million and Specific Media with more than 775 million,” the comScore report said. “Time spent watching video ads totaled 3.5 billion minutes, with Hulu delivering the highest duration of video ads at 690 million minutes. Video ads reached 51 percent of the total U.S. population an average of 53 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 51, while ESPN delivered an average of 26 ads per viewer.”

Hulu, which has long had a business strategy with marketers in mind, has been dominating online video, even bypassing Internet giant Google Inc. when it comes to online video advertising (Response This Week, March 21). While Google still dominates online video, Hulu now attracts more video ad impressions, boasting more than 1.5 billion in February, a separate comScore report found.

“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.”

The optimistic numbers echo reports of last year predicting that digital video advertising spend was poised for growth in 2012 (Response This Week, Nov. 1, 2011). According to research conducted last year by Advertiser Perceptions for Casale Media Inc., advertisers and agencies were expected to increase spending on digital video advertising by 25 percent this year, while digital video advertising could amount to 23.8 percent of all total online budgets in 2012, the “Digital Video Advertising: Removing Barriers Equals Greater Opportunities” report found.

“When it comes to video, many online advertisers still perceive it as the Wild West because it continues to evolve and grow, but without giving publishers and advertisers enough control,” Joe Casale, CEO of Casale Media, said at the time. “Our research provides clarity for those involved in online media spending decisions to help identify where the barriers are, how to overcome them and realize the maximum potential of digital video advertising.”

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