Why yes, it was just two weeks ago that comScore released the September numbers now that you ask. Yet, here we are once again with my top five video advertising network recommendations. The major change in the chart this month is that Google is no longer the largest video advertising network (collective gasp!).
Fine, I won't kill you with suspense. Google got dropped to second by Brightroll this month. I find it sort of ironic as Tod Sacerdoti once told me in an interview,
"I would be suspicious of anyone who is said to be showing more video ads than Google..."
Oh really Tod?! Of course, I'm joking.
Alright, enough screwing around. You're clearly here to find out where you might want to be placing your video ads, and I'm here to tell you, so tell you I shall.
For the month, there were 10.8 billion video ads which amounted to 3.82 billion ad minutes and 68.2 ads per viewer (ouch!). That means 51.9% of the US population is seeing a ton of online video ads each month now. All of those numbers are up over last month (see the trend charts at the end for more info).
|Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed|
October 2012 - Total U.S. – Home and Work Locations - Ad Videos Only (Content Videos Not Included)
|Property||Video Ads (000)||Total Ad Minutes (MM)||Frequency (Ads per Viewer)||% Reach Total U.S. Population|
|Total Internet : Total Audience||10,887,079||3,820||68.2||51.9|
|BrightRoll Video Network**||1,827,703||897||12.0||49.3|
|TubeMogul Video Ad Platform†||832,198||372||8.8||30.9|
|AdExcite Video Ad Network**||728,123||303||8.0||29.5|
*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange/DSP/SSP
Top 5 Video Advertising Network Recommendations
#1 Brightroll - Massive!
They reach almost 50% of all Americans. That's a pretty massive factor when you plug it into the algorithm and they showed 1.8 billion video ads which means they have an equally massive infrastructure and inventory. I was skeptical of giving them number one this month because, who's larger than Google? Well, Brightroll is I guess. Well done Team BR!
#2 Specific Media lo-freq + hi-reach
Specific is doing quite well for themselves. Sure they only show maybe half the total ads and about one-third the total minutes of BR, but they have a reach of 39.2 and an industry low 6.4 frequency and that is part of the reason they get second place. A solid performer with a good growth curve and a very steady, and extremely low frequency. See, size doesn't alway matter...
Third in reach at 36.4% and a sub 10 frequency makes this also a good place to get your ads since lots of people will see them but not so often that they suffer ad blindness. Plus, they show a gazillion ads...alright, how about just over a billion?
A very nice frequency of 8.8 coupled up with their 30.9% reach and a healthy 800 million or more video ads shows that they know what's what. They're also another consistent perform but stumbled earlier in the year and are still trying to regain those lofty heights. Keep on trucking down the Tube, mogul!
#5 Tremor Media
Feel the force of Tremor Media, or something. These guys are usually flirting with the top spots. Their reach is growing but the number of video ads is almost stagnant. Luckily, they've also got a good, low frequency at 9 and that all amounts to a pretty stable offering. They have seen growth this year going from 580 to 790 million video ads a month as well and that could help push them up the chart.
The Dark Horse
There is a new entrant to the charts that you should be keeping an eye on. AdExcite, who popped in this month, is coupling a low freq with a good reach already and could be in the top five in no time. If you're an early adopter you might give them a test campaign now and beat the crowds.