Online video ads reached almost half of the U.S. online population in September, according to data from comScore. The measurement firm estimates 45.4 percent of users viewed at least one video ad over the course of the month, but were exposed to an average of 32.2 each.
Tremor Media’s network had the broadest reach, serving ads to 26.1 percent of users followed by BrightRoll’s network with 23.7 percent reach. Ranked by scale and frequency however, long-form video site Hulu topped the charts, serving a total of 794 million ads with an average frequency of 27.5 ads per viewer.
Despite the fact Google’s sites – helped largely by YouTube – continue to dominate online video views, the company continues to monetize only a fraction of those through ads. It served a total of 1.9 billion views in September, but just 243 million ads.
Overall, comScore estimates a total of 4.37 billion video ads were served to U.S. users over the course of the month.
|Top U.S. Online Video Properties by Ads Viewed, September 2010|
|Property||Video Ads (000)||Frequency (Ads per Viewer)||Reach of Total U.S. Population (%)|
|Total Internet : Total Audience||4,371,577||32.2||45.4|
|Tremor Media Video Network||525,823||6.7||26.1|
|BrightRoll Video Network||476,476||6.7||23.7|
|SpotXchange Video Ad Network||209,098||5.7||12.3|
|TubeMogul Video Ad Platform||179,393||4.8||12.6|
|Break Media Network||174,045||6.5||9.0|
|Source: comScore Video Metrix|