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Google Loses Ground in Video Ad Volume Race

  |  March 29, 2011   |  Comments

Despite video monetization goals, Google serves fewer video ads than competitors.

Despite the fact it continues to dominate the online video space in terms of video views, Google sites - including YouTube - appear to be slowing the number of video ads they serve to users compared with competitors in the space such as Hulu and ad network Tremor Media.

According to the online measurement firm, Google sites served a total of 223 million video ads in December 2010, representing the ninth largest online video property when ranked by that metric. Despite the fact the company claims to be ramping up its video monetization efforts, Google did not appear in comScore's top 10 list for either January or February.

Meanwhile, market leaders Hulu and Tremor Media continued to grow their dominance of video ad impressions. Hulu served 1.13 billion ads in February versus 1.08 billion in January, and Tremor grew its own volume from 503 million to 548 million over the same period.

It's also worth noting that February is a relatively short month, suggesting those sites could enjoy further growth in March.

Top U.S. Online Video Properties by Video Ads Viewed February 2011
Property Video Ads February (000) Frequency (Ads per Viewer) Reach of U.S. Population(%)
Total Internet : Total Audience 3,829,869 30.2 42.0
Hulu 1,131,047 48.1 7.8
Tremor Media Video Network 548,323 9.0 20.1
ADAP.TV 395,864 8.2 16.1
SpotXchange Video Ad Network 342,878 9.7 11.7
Viacom Digital 284,767 11.7 8.0
BrightRoll Video Network 273,190 5.1 17.8
CBS Interactive 227,808 10.1 7.4
Microsoft Sites 208,799 9.2 7.5
ABC Television 171,359 20.9 2.7
Undertone 154,191 8.1 6.3
Source: comScore Video Metrix


Top U.S. Online Video Content Properties by Unique Viewers February 2011
Property Unique Viewers February (000) Minutes per Viewer
Total Internet : Total Audience 169,646 816.4
Google Sites 141,065 261.6
VEVO 48,998 81.2
Microsoft Sites 48,812 46.5
Yahoo Sites 46,714 36.3
Facebook.com 46,661 18.5
Viacom Digital 45,214 74.2
AOL, Inc. 38,773 23.1
Turner Digital 27,447 25.3
Hulu 27,257 224.3
NBC Universal 24,185 20.4
Source: comScore Video Metrix


Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

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