Alright! If you’ve been reading for some time you know that when comScore does their Video Metrix, thing, I leap into action and do my video ad recommendation thing. Since I posted August 2012’s numbers last week I wanted to give the numbers time to breath so I could do this piece. I have to say, I’m really excited this month… things have changed!
You’ll recall that last month Brightroll was omitted from the comScore numbers, but it didn’t affect my choice because, as I said, “not being in the comScore Video Metrix numbers on video advertising networks for a month is not grounds for dumping the video ad network that works for you.” This month, they’re back, and like the proverbial lion they have come back with a roar, or perhaps it’s the roar of the crowd. But we’ll get to that in a second, first, the comScore video advertising numbers.
|Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
August 2012, Total U.S. – Home and Work Locations
Ad Videos Only (Content Videos Not Included)
|Property||Video Ads (000)||Total Ad Minutes (MM)||Frequency (Ads per Viewer)||% Reach Total U.S. Population|
|Total Internet : Total Audience||9,508,826||3,545||57.6||53.7|
|BrightRoll Video Network**||1,351,741||717||10.5||41.8|
|SpotXchange Video Ad Marketplace†||911,265||466||15.1||19.7|
|TubeMogul Video Ad Platform**||909,620||282||12.3||24.1|
Note: In addition to data changes resulting from the overall methodology improvements with August 2012 Video Metrix data, (see note below) the data for Hulu experienced a decline due to the refinement of tag collection mechanisms unique to it. As a reminder, comScore advises caution when interpreting month-over-month trends.
*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange
Thanks for the warning on month-to-month trends. So first and foremost, Hulu took a nosedive. No not really. They did lose about 2 points in reach and around 150 million video ads. Now they say that’s about tag data collection. Sounds like they might have been strongarmed into that statement. Of course, I advise caution when interpreting my statements and opinions, because I’m highly opinionated and like to call things like I see them which might not be how others see them. That’s the fun of interpretation, everyone has their own way of it.
Alright, on to the exciting bit!
Top Five Video Ad Networks Recommendations for Ad Placement
Remember, Specific Media was ruling the roost. Wait, did I just say, was? I did indeed, because Brightroll steamrolled their way back to number one this month. Why? Two Words.
#1 Brightroll – Back on Top!
Massive reach is right. 41.8% of the total U.S. population, almost 7% higher than second place. Since June they’ve grown their reach over 6% and for the year it’s grown almost 10%. On top of that they have an ad frequency of just 10.5. Not the lowest, but definitely quite good. It’s down from their June freq of 12.7 and year-to-date the growth of frequency is just 4.4%. Well done!
#2 Specific Media – Still Solid
Specific might have fallen from first place but they still have an amazingly low frequency of 7.4 ads per viewers. Surprisingly, it’s not the lowest but it’s pretty close. As for reach, they’ve got a sizable 33.9% of the U.S. Population eyeballing their ads. That’s 10% growth for the year as well. If you’ve got your ads there, keep them there. If you’re not sold on Brightroll, put them here. Nuff said.
#3 Adap.tv – Dashes for a medal
In terms of reach and frequency they’re not as good as the top two, but they are better than the rest. Yep, Adap.tv even topped Google this time round with a reach of 30.9% of the U.S. population and 12.2 ads per viewer. That was enough to help them edge past the tech giant and secure third place.
#4 Videology – The New New Kids
Yeah I don’t know where they came from either but Videology showed up on the chart this month and smoked a bunch of other video advertising networks. With a decent reach of 20.2 it means one in five of us have seen an ad from them. They also have an amazingly low frequency of 7.1, the lowest on the chart and that was enough to push them into the upper echelons. Welcome to the big show boys and girls!
#5 TubeMogul – Still in the Groove
Sliding down to fifth, but still edging out Google, is TubeMogul. They’ve been around for some time, you know them and that makes them a good spot to consider when you’re placing those new online video advertising campaigns. With a reach of 24.1 it’s not quite as high as Google, but the ad frequency of 14.3 means they got the drop on the big G and crept past them this month.
The Rest of the Pack
Google and Tremor had good showings this month as well each with over 20% reach but not quite enough for me to make them top five. The competition is getting pretty stiff folks! SpotXchange and Auditude are doing alright with reach in the high teens but I tend to weight reach as slightly more important than some other factors in my algorithm and it’s just not enough for the top five.
NOTE: Zeros on the charts below means the video ad network was not included in the comScore Video Metrix that month.
Video Ads Shown Trends
I might prune these soon and only include networks that are active in the particular month, just to make them cleaner and easier to read.