AOL Climbs to Second Spot in August comScore Video Rankings
An aggressive strategy of celebrities, news briefs, and entertainment videos is paying off for AOL.
August gave another sign that AOL's aggressive online video strategy is working. Online measurement company comScore released its online video rankings for August, and the big surprise this time is that AOL surged ahead to take the second spot for content videos. (Google sites, which include YouTube, have a solid lock on the top spot.) AOL has been moving forward with celebrity-led original online series and a video hub, AOL On, that heavily promotes current events and entertainment news videos. The strategy is working, as AOL overtook Facebook for the second spot, rising from 61.3 million unique U.S. viewers in July to 71.2 million in August. The news comes at an auspicious time, as AOL will host the first Programmatic Upfront tonight in New York City. Check back for a news report on the event tomorrow.
In August, 188.5 million U.S. viewers watched 46.7 billion videos overall. This is on par with July, where 187.4 million viewers viewed 48.5 billion videos.
The video ad market saw a smaller changing of spots, as Adap.tv took the second spot from BrightRoll, a reverse from July. As with content videos, Google sites own the number one spot here by a wide margin. Online video ads reached 55.6 percent of the U.S. population.
Americans watched slightly more online videos in July; while online video ads didn't hit a record, they were close.
Under the agreement, AOL will syndicate premium sports videos to its sites and its network of 1,700 partners.
The acquisition of video ad leader Adap.TV makes AOL a bigger video ad player than even Google/YouTube.