I have a question for you.  Would adding video (infomercials and video blogging)  to our online marketing solutions be beneficial to our clients?  Many of us linger on YouTube longer than we expect.  I know I am guilty of getting trapped into looking at all the crazy, informative, educational, and/or entertaining stuff out there.

In December of last year, over 182 million Americans watched 38.7 million videos on the internet.  Video ads totaled 11.3 billion views.  This was twice as many as in January 2012.  Thanks to YouTube,  Google ranks at the top for the most video content available.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers
December 2012
Total U.S. – Home and Work Locations
Content Videos Only (Ad Videos Not Included)
Source: comScore Video Metrix
Property Total Unique Viewers (000) Videos (000)* Minutes per Viewer
Total Internet : Total Audience  181,717 38,673,322 1,150.2
Google Sites 152,971 13,181,969 388.3
Facebook.com 58,776 419,959 16.4
VEVO 51,640 592,463 39.3
NDN 49,942 510,319 69.5
Yahoo! Sites 47,516 383,514 51.5
AOL, Inc. 42,425 692,467 55.0
Viacom Digital 42,334 431,833 39.4
Microsoft Sites 40,604 472,812 39.4
Amazon Sites 38,129 138,968 10.3
Grab Media, Inc. 34,911 203,512 28.8

Source: comScore Video Metrix, January 2013 (A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams.)

Video ads reached 53 percent of the total U.S. population an average of 70 times during the month. Delivering the highest frequency of video ads to its viewers was Hulu with an average of 65.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
December 2012
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  11,322,657 4,135 69.9 52.6
Google Sites 1,998,861 155 20.0 32.4
BrightRoll Video Network** 1,826,453 966 13.8 43.1
LiveRail.com† 1,797,940 813 18.2 32.1
Adap.TV† 1,541,695 741 11.7 42.9
Hulu 1,454,115 584 64.9 7.3
Specific Media** 988,399 419 7.7 41.6
TubeMogul Video Ad Platform† 783,934 297 8.4 30.3
Tremor Video** 743,969 361 8.6 28.0
Auditude, Inc.** 736,787 153 12.8 18.7
Videology** 632,977 337 7.5 27.3

Source: comScore Video Metrix, January 2013

*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

December 2012 data also revealed:

  • 84.9 percent of the U.S. Internet audience viewed online videos.
  • The duration of the average online content video was 5.4 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 22.6 percent of all videos viewed and 1.9 percent of all minutes spent viewing video online.

The verdict: I think I am going to invest some time into learning video editing and infomercial creation.  What are your thoughts?