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Following its acquisition of ScanScout in November, video ad network Tremor Media more than doubled the number of ads it served to U.S. users in December, according to data from comScore.
Meanwhile, rival networks ADAP.TV and BrightRoll also enjoyed substantial growth, growing the number of ads they served by more than 200,000 impressions each.
ComScore estimates Tremor served 1.02 billion ad impressions in December, representing 114 percent growth compared with the 477 million it served in November. The network also grew its reach from 22.4 percent of U.S. users to 28.6 percent during the same period.
As a result of that growth, the gap between Tremor and market leader Hulu has narrowed significantly in terms of the volume of ads served by each.
| Top U.S. Online Video Properties by Video Ads Viewed December 2010 Vs. November 2010 | |||||||
|---|---|---|---|---|---|---|---|
| Property | Video Ads November (000) | Video Ads December (000) | Reach of U.S. Population(%) | ||||
| Total Internet : Total Audience | 5,391,715 | 5,910,646 | 49.1 | ||||
| Hulu | 1,150,651 | 1,227,929 | 8.6 | ||||
| Tremor Media Video Network | 477,416 | 1,021,693 | 28.6 | ||||
| ADAP.TV | 446,173 | 681,543 | 19.0 | ||||
| BrightRoll Video Network | 386,658 | 587,946 | 22.3 | ||||
| Microsoft Sites | 426,839 | 423,000 | 13.7 | ||||
| CBS Interactive | 279,976 | 271,461 | 10.1 | ||||
| AOL, Inc. | 216,854 | 231,884 | 11.5 | ||||
| Undertone | N/A | 226,822 | 8.1 | ||||
| Google Sites | 241,233 | 223,842 | 15.3 | ||||
| TubeMogul Video Ad Platform | N/A | 174,062 | 14.2 | ||||
| Source: comScore Video Metrix | |||||||
| Top U.S. Online Video Content Properties by Unique Viewers December 2010 | ||||||
|---|---|---|---|---|---|---|
| Property | Unique Viewers December (000) | Minutes per Viewer | ||||
| Total Internet : Total Audience | 172,109 | 873.1 | ||||
| Google Sites | 144,757 | 274.3 | ||||
| Yahoo Sites | 53,050 | 30.0 | ||||
| VEVO | 50,594 | 89.9 | ||||
| AOL | 48,550 | 31.2 | ||||
| Viacom Digital | 45,880 | 51.6 | ||||
| Facebook.com | 41,119 | 14.6 | ||||
| Microsoft Sites | 36,589 | 50.4 | ||||
| Fox Interactive Media | 28,902 | 19.3 | ||||
| Turner Digital | 26,943 | 23.4 | ||||
| Hulu | 26,493 | 217.1 | ||||
| Source: comScore Video Metrix | ||||||
Convergence Analytics: Digital Measurement in Transition
This joint report by ClickZ and Efectyv Marketing seeks to identify how the evolution of digital analytics affects and challenges practitioners, vendors, and investors. Download it today!
ABOUT THE AUTHOR
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
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