November Video Rankings: Video Ads Surge Ahead, AOL in the Lead
How many video ads will online viewers accept? Broadcasters haven't found the answer yet. The monthly comScore video rankings are out, tallying up the leaders in desktop and notebook views for November, and the content video leaders are again Google (which includes YouTube), AOL, and Facebook. News producer NDN has the fourth spot, while arty Vimeo has managed to chart for the second month in a row, taking the ninth spot. Maker Studios, a surprise victor in the October rankings, has fallen away this time, replaced by Turner Digital in the tenth spot. Overall, U.S. viewers watched 47.1 billion videos in November, down 2 billion from the month before.
Online video ads, however, are definitely not down. Led by AOL (which includes Adap.tv), Google, and LiveRail.com, the ad rankings show that U.S. viewers saw 26.8 billion video ads in November, up over 2 billion from the month before. While the decline in content video views might be due to viewers watching more streaming video on their connected TVs, set-top boxes, and smartphones (which comScore doesn't yet measure), the videos they're seeing on their desktops and notebooks have increasingly high ad loads. Frequency rose to 154.6 ads per viewer from 141.2 ads the month before. Viewers seem content, as long as the ad loads are less than those on broadcast or cable television.
Facebook shows impressive growth, but the inclusion of uploaded Vine videos and the use of auto-play videos are the chief reasons.
Vimeo and Maker Studios bounced CBS and Viacom in the latest online video rankings, showing the strength of independent video online.
There's currently no online video measurement that includes smartphone, tablet, console, STB, and connected TV views, but that will soon change.