Google Loses Ground in Video Ad Volume Race
Despite video monetization goals, Google serves fewer video ads than competitors.
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 | ||||||
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