Online video ad views have been increasing rapidly this year, reaching a new high of 22.8 billion in August after a slight dip in July, according to the latest data from comScore. Last year, video ad views totaled 9.5 billion in August, when comScore’s methodology changed, demonstrating just how many more online video ads Americans are now watching on a monthly basis. Interestingly, this year’s increases aren’t the result of far greater reach among Americans. Rather, viewers are each seeing a much larger number of ads.
During the month, 55.6% of the US population was reached by online video ads, up only slightly from 55.4% the previous month. While reach has increased every month this year, the growth has been incremental, up from 50.5% in January.
Video ad frequency, though, has been growing more rapidly. In August, the average viewer saw 132 ads, besting the previous high of 121 set in June, and more than doubling January’s average of 58.
Google remained the top online video ad property in August, delivering roughly 3.2 billion ads. ADAP.TV moved back into the second spot (2.45 billion), ahead of BrightRoll (2.39 ! billion),! LIVERAIL (2.2 billion), and Specific Media (1.67 billion), as 8 properties delivered more than 1 billion impressions.
In terms of video content, Google Sites again had the highest number of unique viewers (167 million), followed by AOL (71.2 million), Facebook (62.2 million), NDN (50.7 million) and VEVO (49.4 million).
Overall, comScore’s data indicates that 87% of online Americans watched video content in August, with the total number of videos viewed dropping to 46.7 billion from 48.5 billion in July. The duration of the average content video was 5.2 minutes, with the average online video ad lasting 24 seconds.
The average online video viewer spent about 21.6 hours watching video content during the month. A comparison of TV and online video consumption can be found here.
- Among the top 10 video content properties, Google Sites generated the highest engagement, at an average of 522 minutes per viewer during the month. NDN was next at 92 minutes per viewer.
- VEVO retained its top spot in the YouTube partner rankings with almost 48 million unique viewers, followed by FullScreen and Maker Studios.
When Twitter files its S-1 papers for its IPO, it will answer a simple question that has been a bit of a mystery for observers and fans of the company: How many users are on Twitter?
It’s a simple question without a simple answer right now.
The company recently wrote a blog post saying it had 200 million users. All Things D believes it has 240 million users. Venture Beat says it has 1 billion users. And where do the 40 million users of Vine, Twitter’s mini-video sharing app, fit in?
Part of the confusion here is that these reports are likely mixing up different technical terms for users. There is a difference between the total number of registered user accounts on Twitter — the entire Twitter universe — and the more meaningful numbers of monthly active users and daily active users.
But even so, Twitter executives will be anxious about the public and investor reaction to its S-1 when it gives some solid historic numbers about its user base.
The biggest, most difficult problem for Twitter is its notorious population of fake or abusive user accounts. Fake ac! counts a re set up by companies who sell new followers to advertisers who want to build large follower populations quickly. They tend to consist of “empty” accounts or bots which are mostly inactive, or programmed to auto-retweet other accounts. Twitter CEO Dick Costolo has made his anger clear at “bulk” follower providers.
Back in April, Twitter’s fake user population was estimated at 20 million accounts out of a total of 500 million. But Twitter spokesperson Jim Prosser also said at the time that 40% of Twitter accounts appear to be inactive because many people set up their accounts simply to “listen” to other people, rather than tweet themselves.
No matter how you slice it, this is impressive. Google announced that 1 billion Android devices have been activated. Here’s a look at the rise of Android.
Google and Facebook continue to dominate the UK digital ad market, with their combined revenues accounting for nearly half of the £6.1 billion ($9.63 billion) expected in spending this year.
Google alone will account for 43% of all UK digital ad revenues, up from 41.9% in 2012, and looks set to reach 46.0% by 2015. Facebook will make up an additional 5.0% of digital ad spending in the UK this year, according to new eMarketer estimates. UK ad revenues at Facebook reached nearly £223 million ($353.3 million) in 2012, and the company will grow its UK ad business by 36% this year, eMarketer estimates, to £303 million ($481.4 million).
eMarketer’s previous forecast of Facebook’s UK ad revenues, released in June 2013, projected £279 million ($442.2 million) for this year. Facebook’s Q2 earnings results were higher than expected, leading to the upward revision to eMarketer’s forecast.
The two companies’ hold on the digital display market is almost equally as strong as their hold on the total digital ad market, though shares of the display market are more evenly distributed between the two companies. Google will account for nearly a quarter of all UK digital display ad spending this year, eMarketer estimates, while Facebook will contribute a further 20.2% to the total. By 2015, eMarketer expects Google and Facebook to make up 56.8% of the overall UK display ad market, with Google taking a widening share of the total.
eMarketer expects US advertisers to spend $171.01 billion on paid media this year, up 3.6% over 2012 spending levels, according to our most recent forecast of US ad spending.
The 3.6% growth rate will be down somewhat from last year’s 4.3% increase, attributable largely to boosts from the Summer Olympics and a national election season. Spending growth for 2014 will be up, with help from the Winter Olympics, midterm elections and the FIFA World Cup, as growth rates hover between 3.1% and 4.1% for the rest of the forecast period.
eMarketer expects TV to continue to capture the largest share of paid ad spending in the US for the foreseeable future, though its percentage of total spending will drop slightly, from 39.1% in 2012 to 38.8% this year and 38.2% in 2017, as spending on TV ads grows more slowly than spending on paid media as a whole.
Digital media will gain the most share during the forecast period, rising from 22.3% of total spending in 2012 to nearly a quarter this year and 31.1% by 2017. Mobile alone will grow ad spending even more quickly than digital as a whole; mobile is expected to account for 15.8% of all ad spending by 2017, or $31.1 billion.
The PC has long been associated with bringing the Internet to new audiences, but that perception is changing. These days, the world’s unconnected billions are being introduced to the Web on their mobile screens.
According to the International Telecommunications Union, there were 1.6 billion mobile Internet users at year-end 2012, up from 1.2 billion a year prior.
The mobile Internet is scaling incredibly fast. It took the desktop-based Web 18 years to reach 1.6 billion users.
The ITU forecasts there will be 2.1 billion mobile Internet users in 2013, or 71% of the total global Internet population.
Since mobile phones are one of the most widely deployed technologies in history, it makes sense that mobile will start driving global Internet penetration, which currently stands at 36%.
In some countries this is already happening. In China, for example, there are now more mobile Internet than broadband users.
As Google CEO Larry Page argued on the Charlie Rose Show, mobile phones connected to the Internet are going to be “most people’s first computer.”
Here’s a look at total Internet penetration:
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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