February Video Rankings: Google Leads a Video Ad Surge
Video impressions were down, but video ads were up in February. Video measurement company comScore released its video rankings for last month and found that video advertising, led by Google sites, enjoyed a strong push. Will viewers enjoy online video as much if ad levels approach those of television?
The total number of content videos dropped in February, although it was, of course, a short month. In all, 178.0 million unique U.S. viewers watched 33.0 billion online content videos. That's down from 179.5 million viewers in January. Google sites (which include YouTube) led the pack with 150.7 million viewers. The top ten is largely similar to that of January, except that Collective Video dropped out and Amazon rose up for the tenth position.
The big news of the month, though, is that video ads surged, despite the short month. Google sites showed 2.2 billion video ads, reaching 31.1 percent of the population. That's a big gain over January, when Google streamed 1.8 billion video ads to 30.3 percent of the population. In all, U.S. viewers saw 9.9 billion video ads in February, far higher than the 9.1 billion shown in January. Google wasn't the only one streaming more ads, as BrightRoll, Hulu, Adap.tv, and others also posted video ad gains.
Desktop video views continue a slow decline, although viewers are watching more ads on those videos.
Are viewers opting out of video ads in greater numbers? The latest comScore rankings show a large drop in ad views.
The social network again takes the number two spot in the monthly online content video rankings.