In the most recent report from comScore, LiveRail overtook AOL, Inc. to solidify its position at the preferred sell-side video advertising technology provider.
According to the latest data from comScore Video Metrix, 187.8 million Americans watched 46.6 billion online content videos in March 2014, while the number of video ad views totaled 28.7 billion. By comparison, 182.5 million Americans watched 39.3 billion online content videos in March 2013, while the number of video ad views totaled 13.2 billion.
So, one of the big stories for the month is that the number of video ad views has more than doubled year-over-year. But, the biggest story is that LiveRail served the most video ads in March, taking the top spot in ad rankings.
Top Video Ad Properties by Video Ads Viewed
In March 2014, Americans viewed more than 28.7 billion video ads, with LiveRail capturing the number one position with 3.9 billion ad impressions. AOL, Inc. came in second with 3.8 billion ads, followed by BrightRoll Platform with 3.1 billion, Google Sites with 3.1 billion, and TubeMogul Video Ad Platform with 3 billion. Time spent watching video ads totaled 10.9 billion minutes, with AOL, Inc. delivering the highest duration of video ads at 1.7 billion minutes. Video ads reached 54.3 percent of the total U.S. population an average of 170 times during the month.
In comparison, in March 2013, Americans viewed just 13.2 billion video ads, with Google Sites ranking first with 2.3 billion ads. Last year BrightRoll Platform came in second with 2.2 billion, followed by Adap.tv with 1.8 billion, LiveRail.com with 1.6 billion, and Hulu with 1.6 billion. Time spent watching video ads totaled 5 billion minutes, with BrightRoll Platform delivering the highest duration of video ads at 1.2 billion minutes. Video ads reached 52 percent of the total U.S. population an average of 82 times during the month.
Over the past several months, LiveRail has signed a number of new premium publishers to solidify its position as the preferred sell-side video advertising technology provider. At the end of Q4 2013, LiveRail was the programmatic video ad platform of choice for a number of premium publishers and broadcasters, including A&E Mobile, CBS Local, Condé Nast, Demand Media, Real Networks, Univision, BET, Advance Digital, and Terra Networks. These new clients joined LiveRail's existing publisher portfolio, which already included MLB.com, CBS Interactive, and PBS among many others.
Top Video Content Properties by Unique Viewers
In March 2014, Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property with 155.6 million unique viewers. Facebook ranked second with 88.4 million viewers, followed by AOL, Inc. with 69.4 million, Yahoo Sites with 55.7 million, and NDN with 50.9 million. Nearly 46.6 billion video content views occurred during the month, with Google Sites generating the highest number at 11.1 billion, followed by Facebook with 4.6 billion and AOL, Inc. with 1.3 billion.
In March of last year, Google Sites ranked as the top online video content property with 153.9 million unique viewers, followed by Facebook with 63.8 million, VEVO with 52 million, Yahoo Sites with 50.3 million, and Viacom Digital with 43.8 million. More than 39 billion video content views occurred during the month, with Google Sites generating the highest number at 12.8 billion and Facebook with nearly 706 million.
While the number three and number five online video content properties have changed during the past year, there's been a bigger shift in the top-ranked video ad properties over the same period.
Top YouTube Partner Channels by Unique Viewers
The March 2014 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 28.8 million viewers. ZEFR (formerly MovieClips) climbed into the second spot with 21.2 million unique viewers, followed by Maker Studios Inc. with 20.6 million, Disney Online with 20.4 million, and Fullscreen with 20.4 million. Among the top 10 YouTube partners, Maker Studios Inc. demonstrated the highest engagement (76 minutes per viewer), followed by VEVO (59 minutes per viewer). VEVO streamed the greatest number of videos (583 million), followed by Maker Studios Inc. with 511 million.
The March 2013 YouTube partner data revealed that video music channel VEVO took the top position in the ranking with 50.8 million viewers. Fullscreen held on to the number two position with 40.1 million viewers, followed by Maker Studios Inc. with 33 million, Warner Music with 32.5 million, and ZEFR with 26.5 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (61 minutes per viewer), followed by Maker Studios Inc. (47 minutes per viewer). VEVO streamed the greatest number of videos (558 million), followed by Maker Studios Inc. (442 million).
So, there are other big stories when the latest data for March 2014 is compared with data for March 2013. And despite another lawsuit attempting to stop the Disney acquisition of Maker Studios for $950 million, the changes in the marketplace can be expected to continue into April.
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Greg Jarboe is president of SEO-PR, which provides search engine optimization, public relations, video marketing, and social media marketing services. He's the author of "YouTube and Video Marketing: An Hour a Day," a faculty member at Rutgers University and Market Motive, as well as a frequent speaker at SES conferences.
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