Adweek’s Video Ads Leaderboard – Top 5 May 2013

Sony and Microsoft stormed Adweek and YouTube’s Ads Leaderboard in May as both companies introduced their next-gen gaming consoles—the PlayStation 4 and Xbox One—in teaser videos. Both of those clips made the top five this month. But they were eclipsed by a teaser for an actual video game, which took the top spot.

Elsewhere on this month’s list, Old Spice nailed down two spots in the top 10 for the second straight month. And Kmart followed up April’s enormously successful “Ship My Pants” ad with “Big Gas Savings,” which reached less stratospheric but still respectable levels.

Audi of America placed high on this month’s list with its hilarious spot starring Leonard Nimoy and Zachary Quinto. And Cruzan Rum also snuck in with its amusing take on laid-back island life

TOP 5 most watched video ads in may;

#5 Xbox One “Unveil Video” (5.6 million)

New tech, a new all-in-one entertainment system…of course people were curious to see the video showing it off:

#4 Audi: “Zachary Quinto vs. Leonard Nimoy: The Challenge” (5.8 million)

Capitalizing on the new Star Trek movie, this much-discussed Audi ad was 4th on the list:

#3 Old Spice “Baby” (6.5 million)

Terry Crews and crazy Old Spice crack the top 3 with cracked craziness:

#2 Sony “PlayStation 4” (7.1 million)

This teaser for the new video game system, which pretty much shows nothing and tells you to go to E3 to get a good look, still got lots of people to watch:

#1 Call of Duty “Ghosts Masked Warriors Teaser Trailer” (10.9 million)

Adweek is quick to point out that Call of Duty’s “Ghosts Reveal Trailer” has 13 million views, but it doesn’t recognize “game play trailers” and only live-action ones for some reason.  Strange.  Anyway, anything Call of Duty is going to get huge numbers, and the live-action teaser is no different:


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Boosted by YouTube, Online Video Booming in the UK

Around two-thirds of all UK internet users watch video online, and the time spent with video continues to rise

The world’s most popular video site marked its eighth birthday in February 2013. YouTube, owned by Google since 2006, now boasts over 800 million viewers around the world each month.

And tens of millions of these video viewers live in the UK. The UK’s Office for Communications (Ofcom) reported that 63% of the country’s internet users watched video online in August 2012.

Engagement with online video is rising. According to Experian Hitwise, online video viewing accounted for 5% of all UK web usage in February this year. UK residents made 1.06 billion visits to video sites that month, compared to 868 million in February 2012. In the two years since February 2011, the number of visits to video websites rose by an estimated 71%.

UK viewers are also spending more time with video, according to Experian Hitwise—a remarkable 323 million hours in February 2013. That represented year-over-year growth of 45%.

Mobile devices such as smartphones and tablets are contributing to the escalation in UK video habits, though most viewing still takes place at home. The January 2013 “Consumer Mobile Streaming Survey” by Rovi Corporation found that nearly 80% of UK respondents who watched video on a tablet did so in the home environment. Even people using a mobile phone to stream video were much more likely to do so at home vs. at work or during their commuting time.

Compared to tablet users in other EU-5 countries, those in the UK who streamed video generally favored movies and TV shows over user-generated content, according to Rovi.

The boom in online video viewing is prompting steep rises in spending on video formats by UK advertisers—not least because video ads are often more engaging than static display ads. eMarketer estimates that UK advertisers will invest £258 million ($410 million) in digital video ads in 2013, and nearly £400 million ($635 million) in 2014.

 

What woman watch [report]

Over 456.6M videos were watched in 2012. But who is watching these videos and how? It’s a pretty safe bet to assume that both the males and females make up the viewing audience but a new survey from the Total Beauty Media Group gives us further insight into the viewing habits of women with some interesting results.

How Video Is Watched

According to the report, nearly 70% of women surveyed owned a smartphone but only 15% of those aged  over 34+ actually used it to watch a video. Consumption via desktop computer and laptop took precedence for that age group (the benefit of a larger screen) with smartphone/tablet use much more common for those under 34.

video via desktop computer How and Why Women Watch Online Video [Report]

As for when video is watched, the afternoon and evening seems to be the preferred time for women between 25-34 although 30% of those surveyed do watch in the morning. Furthermore, 21% of those asked said they will watch up to 30 minutes of video if they are interested and nearly 50% of all participants confirmed that they will watch at least 10 minutes of video online per day. That’s good news for brands who are investing or want to invest in video content – if it’s good then we WILL take the time to watch (and share, comment, upvote, buy the product…..).

“If it isn’t on YouTube, it didn’t happen”

Unsurprisingly, YouTube is the go-to channel for video with 60% of the 25-34 age group subscribed to channels that interest them. The figure is slightly less with the younger age group at 40% but it’s clear that YouTube still dominates where access to video is concerned. Brands, news outlets and other publishers who aren’t uploading their content to YouTube as a matter of course need to be aware that they are missing out on a huge portion of potential views and engagement.

 Types of Video Watched

types of video watched How and Why Women Watch Online Video [Report]

Overall, informational videos win the highest audience share with news and film and TV close behind. A staggeringly high 60% now use video tutorials in place of the more traditional offline media resources like magazines.

Access to free video content is extremely important although up to 40% of women will pay to watch a film online, and 17% willing to pay to watch a TV show. However, when it comes to other types of content, a payment wall is a serious barrier that many women will not cross.

You can request a copy of the report here.

Online Video Content Reaches All-Time High of 188 Million Viewers

comScore released data from the comScore Video Metrix service showing that an all-time high of 188 million U.S. Internet users watched 37.7 billion online content videos in August, while video ad views totaled 9.5 billion.

Top 10 Video Content Properties by Unique Viewers

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in August with 150.2 million unique viewers, followed by Yahoo! Sites with 55 million, Microsoft Sites with 53.7 million, VEVO with 49.3 million and Facebook.com with 47.7 million. Nearly 37.7 billion video content views occurred during the month, with Google Sites generating the highest number at 13.8 billion, followed by AOL, Inc. with 725 million. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers
August 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 188,016 37,689,484 1,335.4
Google Sites 150,198 13,772,310 443.4
Yahoo! Sites 55,045 529,006 58.6
Microsoft Sites 53,671 522,426 40.6
VEVO 49,282 595,187 41.4
Facebook.com 47,717 261,212 16.1
AOL, Inc. 45,685 725,166 62.8
Viacom Digital 38,690 405,298 50.3
NDN 37,508 396,026 73.2
Grab Media, Inc. 29,928 231,550 40.6
Amazon Sites 27,874 103,926 16.0

*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 9.5 billion video ads in August, with each of the top 4 video ad properties delivering more than 1-billion video ads. Google Sites ranked first with more than 1.7 billion ads, followed by BrightRoll Video Network with 1.4 billion, Adap.tv with 1.2 billion, Hulu with 1.1 billion and SpotXchange Video Ad Marketplace with 911 million. Time spent watching video ads totaled 3.5 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 717 million minutes. Video ads reached 54 percent of the total U.S. population an average of 58 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 51, while Google Sites delivered an average of 19 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
August 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 9,508,826 3,545 57.6 53.7
Google Sites 1,746,820 142 19.2 29.6
BrightRoll Video Network** 1,351,741 717 10.5 41.8
ADAP.TV† 1,158,088 564 12.2 30.9
Hulu 1,055,895 405 50.7 6.8
SpotXchange Video Ad Marketplace† 911,265 466 15.1 19.7
TubeMogul Video Ad Platform** 909,620 282 12.3 24.1
Tremor Video** 783,160 391 11.9 21.4
Specific Media** 764,067 325 7.4 33.9
Auditude, Inc.** 708,822 186 13.6 17.0
Videology** 441,377 219 7.1 20.2

Note: In addition to data changes resulting from the overall methodology improvements with August 2012 Video Metrix data, (see note below) the data for Hulu experienced a decline due to the refinement of tag collection mechanisms unique to it. As a reminder, comScore advises caution when interpreting month-over-month trends.
*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

Top 10 YouTube Partner Channels by Unique Viewers

The August 2012 YouTube partner data revealed that video music channel VEVO (47.6 million viewers) maintained the top position in the ranking, followed by Warner Music with 24.8 million. Machinima drew 21.9 million viewers, followed by Maker Studios Inc. with 20.9 million and FullScreen with 18.9 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (85 minutes per viewer) followed by Maker Studios (47 minutes per viewer). VEVO streamed the greatest number of videos (569 million), followed by Machinima (529 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
August 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
VEVO @ YouTube 47,590 568,663 40.5
Warner Music @ Youtube 24,765 144,751 19.5
Machinima @ YouTube 21,860 528,647 85.0
Maker Studios Inc. @ YouTube 20,909 263,177 46.7
FullScreen @ YouTube 18,946 120,567 19.0
BroadbandTV @ YouTube 11,117 69,173 17.9
Schmooru @ YouTube 9,136 24,927 9.5
Big Frame @ YouTube 8,411 54,395 22.3
Alloy @ YouTube 7,867 39,644 15.3
MOVIECLIPS @ YouTube 6,855 20,379 8.1

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

Other notable findings from August 2012 include:

  • 87.3 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 6.7 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 20.1 percent of all videos viewed and 1.4 percent of all minutes spent viewing video online.