It's that time once again for me to piece together the comScore Video Metrix report numbers for June and compress them into my own personal algorithm to give you my thoughts on where you might want to put your video ads for the upcoming months. Granted, this is based on last month, but new to the article this month are graphs showing you how the top online video advertising networks have been doing month-to-month.
As you know by now I like to take a look at the comScore Video Metrix numbers for the video ad networks and then give my recommendations based on those and my personal thoughts. Since we broke it out to its own article, we've also expanded the list from a top three to a top five.
First, the comScore data showed that both Google and Brightroll ad-jacked Hulu and dropped them to third. BOOM! The major shift I've been predicting, happened, Hurrah! Lower down the list Tremor and SpotX did the same to Specific Media dropping them to 8th while ESPN and Auditude flip-flopped on the bottom of the list with just 140,000 ads between them. All of that is, of course, just based on the number of video ads, so now let's move on the analysis portion shall we?
|Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed|
Total U.S. – Home and Work Locations
Ad Videos Only (Content Videos Not Included)
Source: comScore Video Metrix
|Property||Video Ads (000)||Total Ad Minutes (MM)||Frequency (Ads per Viewer)||% Reach Total U.S. Population|
|Total Internet : Total Audience||11,005,355||4,613||67.7||53.0|
|BrightRoll Video Network**||1,387,252||805||12.7||35.7|
|TubeMogul Video Ad Platform**||1,041,279||330||17.2||19.8|
|SpotXchange Video Ad Marketplace†||732,171||404||14.2||16.8|
*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
Top Five Video Ad Networks Recommendations for Ad Placement
New this month, by reader suggestion on my Twitter, I'm going to start charting the online video advertising networks month-to-month. Since I've got all of this year at hand, I'll do it for all of 2012 so far to give you some idea of how they're all trending for the whole year.
Before the graphs though, I wanted to run down my top five recommendations on where to place your video ads. I've refined my algorithm and created a tie-breaker but it wasn't necessary this time round. For the first time ever, we've got five ad networks with over one billion video ads each and another, Tremor Media, getting ready to apply for membership. Tubemogul showed amazing growth month-to-month but a low reach keeps them from making my top five.
#1 Specific Media – The New King of the Hill
Wow, a massive change to my recommendations this month as Specific Media takes the crown away from Brightroll who had been wearing it for a couple months. With a crazy low frequency of 7.8 and a rather high reach of 29.1 they've topped my picks this month. They're still smaller, 8th in overall video ads shown with 694 million for the month, but that doesn't mean you should shy away from them.
#2 Brightroll – The Dethroned
After riding high in my picks for months, Brightroll stumbled a bit even though they've shown massive growth lately in terms of ads shown but it seems it might be at the expense of frequency which has been steadily rising all year and reached 12.7 now while their reach has only risen about 2.5% (down 0.1% from May). Still, with that frequency and a reach of 35.7% they're a fairly safe place to put your online video ads.
#3 Adap.tv – Steady Progress Wins the Race
While Adap.tv has a worse frequency than Auditude with 14.9, they've got a much bigger reach at 25.1 and so took the third lost maintaining their position over last month since both of those numbers are better than Google and Adap.tv is in the 1B Video Ad club.
#4 Google – Massive ads, decent reach
Google has added some 300 million ads since starting to appear on the reports in February, that's some decent growth and because of that and their reach of 24.7% it keeps them in fourth even though they have a worse frequency at 18.7.
#5 Auditude – So close but, so far away…
Auditude remains in 5th with a pretty impressive set of numbers, 12, 16.7 and 611. While they maintain a low frequency at 12, their reach is lacking at a full 1/3 off that of fourth place Google while they show around half the ads. Those last two factors really worked against them and kept them from creeping into fourth this month.
The only movement this month was the change between numbers one and two, everyone else stayed in formation over May. Back in April when I was just giving three top picks it was Brightroll, Specific and Adap.tv as well. Clearly they're the ones that the others need to emulate.
The Worst of the Worst
Since we looked at the top, I like to look at the bottom as well. ESPN and Hulu are still fighting for the bottom of my charts. Really when you're that bad, does it matter who is last? ESPN had a terrible 33.7 frequency with just 5.9% reach while Hulu had more reach at 8.4% but an industry high 51.8 ads per viewer, down 3.7 from last month actually.
Charting Their Progress
Reach seems to the most unstable of all the metrics.
It's a little hard to read, but you can see Brightroll has got the lowest and only sub-10 frequency.
Look at that massive ad growth on Brightroll versus Google and the more unstable Hulu. Adap.tv has shown some fairly good growth as well along with TubeMogul.