The long-form video content site lost viewers in June, but is serving over double the amount of ads as its competitors.
Despite the fact it attracted fewer unique users in June than it did in April, viewers on Hulu were exposed to more video ads than on any other major video property during the course of the month.
According to comScore's Video Metrix service, Hulu served an average of 24.2 video ads per user in June, over double the frequency of all the other video properties the measurement firm tracks. ESPN served the second most ads per user with an average of 12, followed by Microsoft sites with 9.2 ads per user.
Despite Google's continued dominance of the online video space, and the fact that its sites attracted over seven times more unique viewers than Hulu during the course of the month, Hulu actually served up almost three times as many video ads. It's important to note, however, that the majority of advertiser content on Google's YouTube site is delivered in the form of overlays and banner ads, neither of which are included in comScore's metrics, which count streaming video ads only.
Overall, Hulu's unique audience in June stood at 24 million, down considerably from the 38 million it attracted in April. That dip could well be attributed to the summer season, however.
|Top U.S. Online Video Content Properties by Unique Viewers June 2010|
|Property||Unique Viewers June (000)||Minutes per Viewer|
|Total Internet : Total Audience||177,460||870.4|
|Fox Interactive Media||41,570||13.4|
|Source: comScore Video Metrix|
|Top U.S. Online Video Properties by Video Ads Viewed* June 2010|
|Property||Video Ads (000)||Frequency (Ads per Viewer)|
|Total Internet : Total Audience||4,341,110||31.5|
|Tremor Media Video Network**||523,938||8.2|
|Brightroll Video Network**||333,492||6.8|
|SpotXchange Video Ad Network**||202,408||5.2|
|Source: comScore Video Metrix|
*Video ads include streaming-video advertising only and do not include other
types of video monetization, such as overlays, branded players, matching
banner ads, homepage ads, etc.
**Indicates video ad network
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT