In the most recent report from comScore, things stayed relatively the same across the video advertising ecosystem.
According to the latest data from the comScore Video Metrix service, 186.1 million Americans watched online content videos in April 2014. Google Sites ranked as the top video content property, BrightRoll Platform was the top video ad property, and VEVO topped the list of YouTube partner channels.
By comparison, 181.9 million Americans watched online content videos in April 2013. But similarly, last year Google Sites ranked as the top video content property, BrightRoll Platform was the top video ad property, and VEVO topped the list of YouTube partner channels.
In other words, it was "steady as she goes" at the very top of all three charts, although there are shifts underneath the surface. And some new video ads landed in the YouTube Ads Leaderboard for the month.
In April 2014, Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property with 155.7 million unique viewers. Facebook ranked number two with 87 million viewers, followed by AOL with 65.3 million, Yahoo Sites with 52.2 million, and NDN with 45 million.
In April of last year, Google Sites ranked as the top online video content property with 154.6 million unique viewers, followed by Facebook with 62.7 million, VEVO with 52.9 million, NDN with 45.3 million, and Yahoo Sites with 45.1 million.
In other words, AOL has jumped into the top five video content properties and VEVO has dropped out.
In April 2014, BrightRoll Platform ranked number one in video ad reach, serving ads to 53.8 percent of the total U.S. population. Specific Media came in second with 42.9 percent reach, followed by LiveRail with 42.0 percent, AOL with 38.3 percent, and Google Sites with 35.2 percent.
In April 2013, BrightRoll Platform ranked number one in video ad reach, serving ads to 51.8 percent of the total U.S. population. Adap.tv came in second with 35.2 percent reach, followed by Specific Media with 34.6 percent reach, Google Sites with 34.4 percent, and LiveRail.com with 26.3 percent.
In other words, AOL has jumped into the top five video ad properties by virtue of its acquisition of Adap.tv.
The April 2014 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 35.8 million viewers. Fullscreen held onto the second spot with 25.6 million unique viewers, followed by ZEFR (formerly MovieClips) with 24.5 million, Maker Studios Inc. with 24.4 million, and Warner Music with 23.6 million.
The YouTube partner data for April of last year revealed that video music channel VEVO maintained the top position in the ranking with 51.7 million viewers. Fullscreen held on to the number two position with 37.4 million viewers, followed by Maker Studios Inc. with 33.8 million, Warner Music with 32.2 million, and ZEFR with 28.1 million.
In other words, the top five YouTube partner channels have remained relatively unchanged, but all of their views have dropped dramatically. Nevertheless, Disney recently bought Maker Studios for $500 million. And as Peter Kafka observed on Re/code on March 24, 2014, "That number could swell up by another $450 million, depending on the way the property performs after the acquisition. So the total price could hit $950 million, but we won’t know for some time."
According to the YouTube Ads Leaderboard, Nike got viewers pumped for the World Cup in April 2014 with some spirited football spots. Nike’s "Winner Stays" racked up an impressive 49 million views within a few days of launching and featured some of football’s biggest stars, including Cristiano Ronaldo and Zlatan Ibrahimović, among others.
Honey Maid also scored a Leaderboard spot with a video about love. Seizing a chance to turn lemons into lemonade, the brand took negative comments against its "This is Wholesome" ad and made them into something beautiful.
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!
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.
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