Online Content Videos Exceed 50 Billion Monthly Views in December 2013

comScore, via the Video Metrix report, has stated that, for the first time ever, a single month of online video viewing has purportedly topped 50 billion video views. I say purportedly because, as we are all aware by now, it’s not really the truth based on the way that they choose to track video views. Any 3-second viewing of a video is included, multiple views are included for a single piece of content, etc. Here’s their definition once again:

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.

So while it may be 50 billion views by that metric, it’s most probably a lot, lot less in terms of what other people consider a piece of video content, for example, an episode of a television show. A single episode on Hulu is accounting for 3 or more views in the comScore Video Metrix based on the number of ad pods (n) which means (n+1) video views, so please take 50 billion views with a large grain of salt. Five ad pods in a single episode then results in six reported video views.

Facebook Overtake AOL in Battle For Top Online Video Content Property, But Both Still Miles Behind Google

The total increase over November is just over 5 billion views, with a drop in minutes per viewer of just around 13 minutes per along with a drop in total viewers of almost a million. So in a nutshell less people spent less time watching videos online in December than November, yet generated 5 billion more views at least according to comScore.

The real news in the numbers is Facebook who, remarkably, bumped AOL for second place. But there’s a reason for that because comScore notes:

Facebook’s December 2013 online video viewership, particularly the number of video views, is substantially higher than prior months due to both organic and inorganic factors. The largest (and inorganic) source of increase is the recent inclusion, following a technical validation effort, of a significant volume of short (typically 6-second) Vine videos that have been uploaded to Facebook. The other, and currently less significant, factor is the limited roll-out in December of auto-play videos in the Facebook News Feed.

Facebook minutes per viewer also went up from 28 to 50 in a single month, and in addition they added 13 million viewers and nearly tripled the amount of views. So those autoplay videos are counting as views clearly. I suppose that hypothetically, they were in the viewing window of the browser and could, again hypothetically, have been viewed by someone. But that’s a lot of hypotheticals on which to base such important numbers.Still, it’s no more shaky than their 3-second rule for video views I guess. This is all information to take into account when you use these numbers for business or for ad buying.

top us ad video content properties dec 2013

 

Video Ad Networks Explode?

It was just like a year ago when a single video ad network broke the 1 billion ads in a month mark. Now, if you’re not reaching that mark, you don’t make the top ten. Well, OK, there is still one spot in the top ten below that mark which is Videology with 991 million video ads in December 2013. At the top end of the spectrum is AOL with over 4 billion video ads in December. We should start a pool on who hits 5B first and then another for 10B video ads.

The whole video ad industry, at least those tracked by comScore, accounted for 35,235,361,000 video ads, roughly 0.67 video ads per comScore video view. That’s roughly an ad per 1.5 video views. December also saw an average frequency of 204.1 video ads per viewer for 55.6% of the US population. That boils down to a video ad every 5.7 minutes and an average ad length of 0.38 minutes or 23 seconds. Finally, video ads accounted for 40.2% of all videos viewed, which is misleading due to their determination of a video view. It’s probably more like 3:1 ads to video content files views. For example, if every video viewed and tracked by comScore was bisected with an ad pod, the total video file views fall to 26.2 billion, while video ad views remain at 35.2B. Granted, comScore also states that the average online content video is 4.2 minutes. 5.7% of all time viewing videos last month online, was watching ads.

top us video ad properties dec 2013

 

 

Top YouTube Partner Channels: VEVO Still Triumphant

Has anyone ever wondered if there’s a YouTube channel that’s not a YouTube Partner channel but is getting more than 16.3 million uniques per month? Either way, none can top VEVO most likely, what with its 38,460,000 unique viewers a month which is about 20.4% of all video viewers online and roughly 11.4% of the US population. They average 51.1 minutes each. SureMaker Studios has 72.2 minutes each for their 24.7 million uniques, but they’re a full 100 million videos behind per month. Fullscreen put up a good fight as well with 27.3M uniques, and 40.9 minutes average but showed just 358.3M videos. The one stat I would like to see in this chart is total uniques for these channels. Because as far as we can tell there are just 38.46M unique viewers for all of them which is just 20.4% of all Google/YouTube video viewers. Really, it has to be more like 50% given the wide range of topics for the top ten channels.

top youtube channels dec 2013

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comScore Releases August 2013 U.S. Online Video Rankings

AOL Climbs into Second Place in Online Video Content Ranking with 71 Million Viewers

comScore released data from the comScore Video Metrix service showing that 188.5 million Americans watched 46.7 billion online content videos in August, while the number of video ad views totaled 22.8 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 167 million unique viewers. AOL captured the #2 spot with 71.2 million, followed by Facebook with 62.2 million, NDN with 50.7 million and VEVO with 49.4 million. 46.7 billion video content views occurred during the month, with Google Sites generating the highest number at 17.4 billion, followed by AOL, Inc. with 992 million and Facebook with 803 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 2013
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 188,499 46,746,596 1,294.3
Google Sites 166,966 17,437,897 521.6
AOL, Inc. 71,202 991,800 56.8
Facebook 62,183 803,148 21.6
NDN 50,650 569,815 92.0
VEVO 49,371 609,833 42.3
Microsoft Sites 48,894 689,704 33.0
Yahoo! Sites 45,049 368,975 79.2
Viacom Digital 44,434 452,938 45.2
Amazon Sites 34,499 133,380 22.5
Collective Video 31,857 149,318 29.1

*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 nearly 22.8 billion video ads in August, with Google Sites ranking #1 with 3.2 billion ad impressions. Adap.tv came in second with more than 2.4 billion ads, followed by BrightRoll Platform with 2.4 billion and LiveRail.com with 2.2 billion. Time spent watching video ads totaled 8.5 billion minutes, with BrightRoll Platform and Adap.tv delivering the highest duration of video ads at 1.1 billion minutes each. Video ads reached 56 percent of the total U.S. population an average of 132 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 71.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
August 2013
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 22,755,256 8,518 132.3 55.6
Google Sites 3,171,612 301 28.5 35.9
ADAP.TV† 2,448,969 1,126 18.0 44.0
BrightRoll Platform**† 2,392,855 1,103 14.4 53.7
LIVERAIL.COM† 2,203,060 859 28.4 25.1
Specific Media** 1,665,541 645 13.0 41.2
SpotXchange Video Ad Marketplace† 1,249,149 467 14.4 28.1
Hulu 1,247,868 475 71.4 5.6
TubeMogul Video Ad Platform† 1,148,595 380 15.0 24.7
Tremor Video** 846,112 390 13.2 20.7
Videology† 751,183 291 9.8 24.8

*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/DSP/SSP

Top 10 YouTube Partner Channels by Unique Viewers

The August 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 47.8 million viewers. Fullscreen held on to the #2 position with 34.5 million viewers, followed by Maker Studios Inc. with 29.6 million, Warner Music with 26.9 million and ZEFR (formerly MovieClips) with 24.9 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (91 minutes per viewer), followed by Maker Studios Inc. (65 minutes per viewer). VEVO streamed the greatest number of videos (580 million), followed by Maker Studios Inc. (521 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
August 2013
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 47,764 580,437 40.8
Fullscreen @ YouTube 34,541 361,302 32.7
Maker Studios Inc. @ YouTube 29,573 521,066 65.1
Warner Music @ YouTube 26,921 159,047 19.2
ZEFR @ YouTube 24,893 126,822 13.8
The Orchard @ YouTube 21,197 87,548 12.1
Blizzard @ YouTube 18,261 43,062 4.1
rumblefish @ YouTube 17,784 44,429 7.0
Machinima @ YouTube 17,050 391,755 90.9
UMG @ YouTube 16,311 55,998 10.5

Other notable findings from August 2013 include:

  • 87 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.2 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 32.7 percent of all videos viewed and 3.4 percent of all minutes spent viewing video online.

UMG Overtakes VEVO To Become Most Popular UK YouTube Partner Channel in the UK

Britons surfing the web via PC remained strong at 44.6m unique users, with video consumption growing slightly month on month.

  • On-network mobile browsing was the story in April with an overall month on month increase of almost 3% to 28m, with daily visitors increasing 10% to almost 11m.

UMG swapped places with VEVO to become the top UK YouTube partner channel, whilst IODA dropped out of the top 10 ranking, being replaced by The Orchard.

Screen Shot 2013-07-03 at 14.14.28

This month’s demographic spotlight is on high income households. To a degree, usage reflected what was happening in the UK at large:

  • The political category indexed as the most visited content type for the group. Local elections driving visitation to BBC News Politics, Guardian Politics, HuffPost Politics and AboutMyVote.co.uk in particular. Broader interest in the economy was also reflected with a strong showing for Economist.com
  • Interest in family matters was demonstrated with Education-Information being the second most visited category, with About.com Education, TES.co.uk and UCAS.com all ranking highly within that sector.

Food Retailing is our Multi-Platform spotlight this month and, whilst it is unsurprising to find the major supermarkets dominate, the extent to which on-network mobile browsing adds to their total audience is;

  • Just-Eat achieved a top five position, further demonstrating the increasing usage of mobile in all aspects of consumers’ lives and the growing value of convenience when it comes to food.

 

comScore May 2013 U.S. Online Video Rankings

comScore, released data from the comScore Video Metrix service showing that 182 million Americans watched nearly 41 billion online content videos in May, while the number of video ad views reached 15.8 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 May with 154.5 million unique viewers, followed by Facebook with 60.4 million, AOL, Inc. with 53.8 million, VEVO with 52 million and NDN with 46.5 million. Nearly 41 billion video content views occurred during the month, with Google Sites generating the highest number at nearly 14 billion, followed by AOL, Inc. with 839 million. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Video Viewers

Property Total Unique Viewers (000) Videos (000)* Minutes per Viewer
Total Internet : Total Audience 182,217 40,953,776 1,247.9
Google Sites 154,537 13,958,260 436.7
Facebook 60,429 727,383 26.1
AOL, Inc. 53,845 838,934 64.2
VEVO 52,024 591,209 37.9
NDN 46,457 505,339 78.5
Microsoft Sites 45,179 541,503 36.9
Viacom Digital 43,676 415,654 41.2
Yahoo! Sites 43,625 342,432 72.7
Amazon Sites 33,740 163,817 17.8
Turner Digital 32,975 276,951 41.7

*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 15.8 billion video ads in May, with BrightRoll Platform ranking #1 with 2.6 billion ad impressions. Google Sites came in second with nearly 2.6 billion ads, followed by LiveRail.com with 2.1 billion, Adap.tv with 2.1 billion, Hulu with 1.7 billion, Specific Media with 1.4 billion and TubeMogul Video Ad Platform with 1.2 billion. Time spent watching video ads totaled 6 billion minutes, with BrightRoll Platform delivering the highest duration of video ads at 1.3 billion minutes. Video ads reached 53 percent of the total U.S. population an average of 96 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 71.

Top U.S. Online Video Ad Properties Ranked by Video Ads*

Property Video Ads (000) Total Ad Minutes (MM) Frequency (Ads per Viewer) % Reach Total U.S. Population
Total Internet : Total Audience 15,844,581 6,042 96.5 53.1
BrightRoll Platform** 2,624,509 1,340 16.2 52.5
Google Sites 2,553,208 233 23.7 34.9
LiveRail.com† 2,128,167 742 23.9 28.9
Adap.tv† 2,098,981 1,000 15.8 43.1
Hulu 1,666,610 653 71.3 7.6
Specific Media** 1,411,102 552 12.5 36.5
TubeMogul Video Ad Platform† 1,225,897 349 13.5 29.4
Tremor Video** 882,522 459 11.6 24.5
Videology† 632,899 262 8.1 25.1
AOL, Inc. 630,551 296 12.1 16.9

*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/DSP/SSP

Top 10 YouTube Partner Channels by Unique Viewers

The May 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 50.2 million viewers. Fullscreen held on to the #2 position with 36.5 million viewers, followed by Maker Studios Inc. with 32.4 million, Warner Music with 32 million and ZEFR (formerly MovieClips) with 27.5 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (63 minutes per viewer), followed by Maker Studios Inc. (48 minutes per viewer). VEVO streamed the greatest number of videos (562 million), followed by Maker Studios Inc. (433 million).

Top YouTube Partner Channels* Ranked by Video Viewers

Property Total Unique Viewers (000) Videos (000) Minutes per Viewer
VEVO @ YouTube 50,238 561,631 36.1
Fullscreen @ YouTube 36,486 284,829 23.8
Maker Studios Inc. @ YouTube 32,371 432,854 47.5
Warner Music @ Youtube 31,956 176,509 17.7
ZEFR @ YouTube 27,497 130,772 13.5
The Orchard @ YouTube 24,313 90,023 10.4
Machinima @ YouTube 21,371 349,628 62.6
UMG @ YouTube 19,838 68,297 9.9
BroadbandTV @ YouTube 16,451 112,491 21.6
SonyBMG @ YouTube 16,250 44,173 8.3

Other notable findings from May 2013 include:

  • 84.8 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.6 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 27.9 percent of all videos viewed and 2.6 percent of all minutes spent viewing video online.

April 2013 comScore: Ads Continue to Explode

April was essentially the same as March when it comes to the overall numbers.  Ads continued to rise, as we saw more than 13.2 billion ads last month, a new record that displaces the one just set the previous month.  The overall viewing and engagement scores stayed virtually the same, with some sites seeing slightly less action and some sites seeing slightly more.  Anyway, these ads are blowing up, and this is something we should see increase every month this year if all the reports are to be believed when it comes to ad buying.

April 2013 comScore Video Metrix

No change in the top 3 for this month as “Google Sites,” Facebook, and VEVO all continue to take those positions.  There has been a shifting between the 4-6 sites, though:

April 2013 comScore: Ads Continue to Explode

Last month, Viacom was 5th, NDN was 6th, and Yahoo! was 4th.  They all have pretty much the same amount of unique viewers, but it looks like NDN (News Distribution Network) has a decided edge on the total minutes for viewer.  In fact, it’s 2nd among all of these sites.  It has been 2nd for awhile, but something worth pointing out.  Nothing new hit the top 10 for unique viewers.

In the ad department:

April 2013 comScore: Ads Continue to Explode

The aforementioned NDN also makes an appearance in the top 10 of the viewed ads chart.  The total amount of ads increased by about 70,000, we saw about 100 more minutes of ads, and they now reach 52.6 percent of the audience.  These stats continue an incredible uptick from earlier in the year.

April 2013 comScore: Ads Continue to Explode

The top 5 saw no change.  Machinima continues to work their way down this list after being in the top 5 forever, but they are still far and away the kings of total overall engagement, as their videos are watched for more than an hour by each viewer.  No other network has that kind of stat.  The closest is Maker at nearly 50 minutes.  Still, whether it’s a new way of assessing data at comScore, or some other reason, Machinima used to command about an hour and a half per viewer.

Coming out of nowhere this month is The Orchard.  They were 9th in January, 10th in February, MIA in March, and they earned 6th in April with over 23 million unique viewers.

I’m sure we’re going to keep seeing the ad explosion over the course of the year.  That will be the biggest story coming out of these rankings in 2013.

Google Sites Delivers Record-Breaking 2.2 Billion Video Ads in February

comScore, Inc.  released data from the comScore Video Metrix service showing that 178 million Americans watched 33 billion online content videos in February, while the number of video ad views reached 9.9 billion with Google Sites delivering an all-time high of 2.2 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 February with 150.7 million unique viewers, followed by Facebook with 61.2 million, VEVO with 49.5 million, NDN with 46.3 million and Yahoo! Sites with 43.6 million. More than 33 billion video content views occurred during the month, with Google Sites generating the highest number at 11.3 billion and Facebook reaching its all-time high of 558 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
February 2013
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  177,955 33,031,053 1,045.7
Google Sites 150,659 11,347,490 362.1
Facebook 61,237 557,607 19.9
VEVO 49,494 540,116 36.9
NDN 46,259 523,876 74.8
Yahoo! Sites 43,619 331,168 52.5
Viacom Digital 39,095 419,486 42.8
Microsoft Sites 36,682 484,366 38.2
AOL, Inc. 35,299 570,381 57.3
Turner Digital 30,236 260,830 37.0
Amazon Sites 28,732 96,476 12.6

*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 9.9 billion video ads in February, with Google Sites ranking first with its all-time high of 2.2 billion ads. BrightRoll Video Network came in second with 1.6 billion, followed by Hulu with 1.4 billion, Adap.tv with 1.4 billion and LiveRail.com with 1 billion. Time spent watching video ads totaled 3.8 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 859 million minutes. Video ads reached more than 50 percent of the total U.S. population an average of 63 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 61, while CBS Interactive and Google Sites tied for second with an average of 23 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
February 2013
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  9,865,717 3,774 63.3 50.5
Google Sites 2,220,537 182 23.1 31.1
BrightRoll Video Network** 1,612,405 859 11.5 45.3
Hulu 1,437,113 583 61.3 7.6
Adap.tv† 1,381,031 687 12.2 36.7
LiveRail.com† 1,004,654 400 14.2 23.0
Specific Media** 962,884 415 9.1 34.1
Auditude, Inc.** 775,958 170 13.7 18.3
TubeMogul Video Ad Platform† 597,450 165 9.2 21.1
Tremor Video** 583,978 296 8.5 22.4
CBS Interactive 565,511 240 23.1 7.9

*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/DSP/SSP

Top 10 YouTube Partner Channels by Unique Viewers

The February 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 48.2 million viewers. Fullscreen held on to the #2 position with 36.8 million viewers, followed by Maker Studios Inc. with 30.5 million, Warner Music with 26 million and ZEFR (formerly MovieClips) with 23.8 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (61 minutes per viewer), followed by Maker Studios Inc. (42 minutes per viewer). VEVO streamed the greatest number of videos (514 million), followed by Machinima (374 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
February 2013
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 48,225 514,450 35.5
Fullscreen @ YouTube 36,849 241,535 19.5
Maker Studios Inc. @ YouTube 30,485 362,790 42.0
Warner Music @ Youtube 26,006 134,858 16.9
ZEFR @ YouTube 23,807 96,030 11.0
Machinima @ YouTube 21,017 374,468 61.4
BroadbandTV @ YouTube 16,816 93,637 16.8
google @ YouTube 14,009 24,697 6.9
UMG @ YouTube 13,691 34,048 7.1
The Orchard @ YouTube 13,200 38,957 7.8

*YouTube Partner Reporting, beginning last month with January 2013 data, gives credit to YouTube Partners for views of their single-claimed user-generated content.

Other notable findings from February 2013 include:

  • 83.3 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.6 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 23 percent of all videos viewed and 2 percent of all minutes spent viewing video online.

2013 Digital Future in Focus [report]

comScore released the 2013 Digital Future in Focus report. This annual report examines how the prevailing trends in social media, search, online video, digital advertising, mobile and e-commerce are defining the current digital marketplace and what these trends mean for the year ahead.

“2013 is poised to be digital’s most exciting year yet as the growing ubiquity of digital platforms presents marketers with nearly endless opportunities to connect and engage with consumers,” said Linda Abraham, comScore CMO and EVP of Global Product Development. “It’s clear that the dynamics of the marketplace have fundamentally evolved through the adoption of smartphones and tablets and the increasingly ‘digital’ nature of all media. Navigating this changing landscape requires a holistic understanding of the key trends, underlying drivers and new opportunities that the digital ecosystem will bring in the year ahead.”

 

Key insights from the 2013 U.S. Digital Future in Focus include:

Social Media Market Matures as Focus Turns Toward Building Business Models and Financial Success

Americans’ usage of Social Networking sites continued to be dominated by Facebook, which accounted for 5 out of every 6 minutes spent online on these sites. Facebook’s 2012 IPO signaled a maturation of the social media market with a renewed focus on building strong business models and monetization streams. Several other social media players also made waves in the public markets this year, including LinkedIn, Yelp, Zynga and Groupon. Several other notable social media players like Twitter, Tumblr, Pinterest and Instagram (now part of Facebook) have all posted strong user growth as they begin to ramp up their revenue engines.

Google Leads While Bing Grows Share in Search Market

Google continued its strong lead in the U.S. search market, while Bing managed to gain ground as the #2 search engine in 2012. The desktop-based U.S. core search market saw its first signs of flattening as an increasing number of searches shift to vertical-specific searches and mobile platforms.

Screen Shot 2013-02-15 at 09.16.04

Online Video Brings TV Dollars to Digital as Consumers Become More Platform Agnostic

The U.S. online video market also shows signs of maturing from a consumption standpoint, but monetization is picking up steam as YouTube ramps up advertising efforts while traditional media players find success with TV commercial content. Because the demand for high-impact video advertising exceeds the available inventory, look for continued momentum on the advertising side – particularly as targeting improves.

Digital Advertising Improves Accountability in Quest for Print and TV Ad Dollars

Nearly 6 trillion display ad impressions were delivered across the web in 2012 as brand marketers have become increasingly comfortable with a medium capable of delivering strong marketing ROI. Despite delivering so many impressions, comScore research showed that an average of 3 in 10 ads are never rendered in-view, leading to significant waste, weaker campaign performance and a glut of poor-performing inventory that imbalances the supply-and-demand equation and depresses CPMs. Through the continued adoption of a viewable impressions standard, the market is beginning to embrace a digital scarcity model that better aligns monetization with the value created by the inventory.

Smartphone and Tablets Carve Out Space in Multi-Platform Digital Media Landscape

Smartphones continued to drive the mobile landscape in 2012, finally reaching 50-percent market penetration in 2012. The Android platform also hit a 50-percent milestone as it captured the majority of the smartphone market for the first time. Meanwhile, tablets continued to gain traction, with 52.4 million U.S. tablet owners as of December 2012. The rapid adoption of smartphones and tablets, and consumers’ increasing use thereof, has resulted in a fragmented digital media landscape where the typical consumer now shares his time across multiple screens.

E-Commerce Gains at Expense of Brick-And-Mortar While Consumers Experiment with M-Commerce

Despite the backdrop of continued economic uncertainty, 2012 was a strong year for retail e-commerce. Throughout the year, growth rates versus the prior year remained in the mid-teens to outpace growth at brick-and-mortar retail by a factor of approximately 4x. Total U.S. retail and travel-related e-commerce reached $289 billion in 2012, up 13 percent from the previous year. While e-commerce continues to gain share from traditional retail, the first signs of mobile commerce affecting the digital commerce landscape are starting to emerge. In Q4 2012, comScore estimates that m-commerce transactions (from both smartphones and tablets) now represent approximately 11 percent of corresponding e-commerce spending.

Screen Shot 2013-02-15 at 09.14.23