Attitudes Toward Online Video Ads (% of US Online Video Viewers, May 2010) Agree That: % of Respondents Ads in Online videos more acceptable 7% Ads in Online videos just as acceptable as ads in TV shows 48 Ads in Online videos less acceptable 24 Not sure 22 Source: Magid Associates, “Media Futures,” June 2010 Read more at www.mediapost.com

Online video viewership has increased steadily in the US in the past several years, and eMarketer’s forecasts call for continued growth through at least 2014.

“This shift is the result of a confluence of factors, including the greater availability of long-form content, the popularity of venues such as Hulu and broadcast TV sites, technology developments and internet users’ growing comfort with online video,” said Paul Verna, eMarketer senior analyst and author of the new report “Video Content and Syndication: Long-Form Content on the Rise.”

See more at www.emarketer.com

Top U.S. Online Video Content Properties by Videos Viewed May 2010 (Total U.S. - Home/Work/University Locations) Property Videos (000) Share of Videos (%) Total Internet Audience 33,950,891 100.0 % Google Sites 14,628,095 43.1 Hulu 1,174,844 3.5 Microsoft Sites 642,027 1.9 Vevo 430,257 1.3 Viacom Digital 346,755 1.0 Yahoo! Sites 336,314 1.0 CBS Interactive 333,189 1.0 Turner Network 331,897 1.0 Fox Interactive Media 328,492 1.0 Facebook.com 245,120 0.7 Source: comScore Video Metrix Google Sites attracted 144.6 million unique viewers during the month, followed by Yahoo! Sites and Vevo. Top U.S. Online Video Content Properties by Unique Viewers May 2010 (Total U.S. - Home/Work/University Locations) Property Unique Viewers (000) Average Videos per Viewer Total Internet Audience 182,918 185.6 Google Sites 144,550 101.2 Yahoo! Sites 46,031 7.3 Vevo 45,579 9.4 Facebook.com 45,492 5.4 Fox Interactive Media 44,266 7.4 Hulu 43,541 27.0 CBS Interactive 41,028 8.1 Microsoft Sites 39,416 16.3 Turner Network 35,307 9.4 Viacom Digital 34,572 10.0 Source: comScore Video Metrix Read more at www.mediapost.com

Top Display Advertising Site Categories (April 2010 Total U.S. Home & Work Locations) Publisher Total Display Ad Impressions (MM) Share of Impressions Estimated Spending ($ 000) Cost per Thousand Impressions (CPM) Total Internet Audience 354,636 100.0% 893,681 $2.52 Social Networking 98,176 27.7% 54,684 $0.56 Portals 69,664 19.6% 181,266 $2.60 Entertainment 38,104 10.7% 181,147 $4.75 e-mail 34,327 9.7% 32,370 $0.94 Community 15,884 4.5% 33,435 $2.10 General News 12,542 3.5% 77,055 $6.14 Sports 10,850 3.1% 68,214 $6.29 Newspapers 8,506 2.4% 59,441 $6.99 Online Gaming 7,929 2.2% 21,234 $2.68 Photos 7,391 2.1% 7,953 $1.08 Source: comScore Ad Metrix, June 2010 Read more at www.mediapost.com

Mobile TV Revenues to Reach $7B in 2015 Data from “Tuning in to Mobile TV” indicates that global revenues from mobile TV, which totaled $3.2 billion in 2009, should reach $7 billion by 2015. Almost all of this growth will occur in streamed TV services, which currently account for the vast majority of mobile TV revenues. Broadcast TV services will undergo slight but steady growth, while streamed TV services will steadily rise for the next year or so and then sharply accelerate through 2015.

See more at www.marketingcharts.com

YouTube

If YouTube were a country, it would be the third most-populated place in the world. Read more at econsultancy.com

Facebook’s growth compares favorably to YouTube, which grew 123% year over year, while Facebook grew 239%. Of course, YouTube is growing from a much bigger base. In fact, Facebook is still a blip comparatively speaking. In May, Facebook’s video views were 245.12 million. YouTube’s were 14.63 billion. Read more at www.businessinsider.com

CHART OF THE DAY: Hulu’s Views Are Up, But Its Audience Isn’t

Good news: Hulu’s monthly video views managed to bounce back in May after a down month for April, according to comScore.

Bad news: Hulu’s audience growth has flatlined.

See more at www.businessinsider.com

comScore Releases May 2010 U.S. Online Video Rankings

U.S. Internet users watched nearly 34 billion videos in May, with Google Sites ranking as the top video property with 14.6 billion videos, representing 43.1 percent of all videos viewed online. YouTube accounted for the vast majority of videos viewed at the property. Hulu ranked second with 1.2 billion videos, or 3.5 percent of all online videos viewed. Microsoft Sites ranked third with 642 million (1.9 percent), followed by Vevo with 430 million (1.3 percent) and Viacom Digital with 347 million (1.0 percent).

Top U.S. Online Video Content Properties* by Videos Viewed May 2010 Total U.S. – Home/Work/University Locations Source: comScore Video Metrix Property Videos (000) Share of Videos (%) Total Internet : Total Audience 33,950,891 100.0 Google Sites 14,628,095 43.1 Hulu 1,174,844 3.5 Microsoft Sites 642,027 1.9 Vevo 430,257 1.3 Viacom Digital 346,755 1.0 Yahoo! Sites 336,314 1.0 CBS Interactive 333,189 1.0 Turner Network 331,897 1.0 Fox Interactive Media 328,492 1.0 Facebook.com 245,120 0.7 Read more at www.comscore.com

CHART OF THE DAY: The Half-Life Of A YouTube Video Is 6 Days

A video on YouTube gets 50% of its views in the first 6 days it is on the site, according to data from analytics firm TubeMogul. After 20 days, a YouTube video has had 75% of its total views.

See more at www.businessinsider.com

A video on YouTube gets 50% of its views in the first 6 days it is on the site, according to data from analytics firm TubeMogul. After 20 days, a YouTube video has had 75% of its total views.

That’s a really short life span for YouTube videos, and it’s probably getting shorter. In 2008, it took 14 days for a video to get 50% of its views and 44 days to get 75% of its views.

Why? In the last two years, YouTube has improved its user interface, which helps videos get seen early on. Also, the world has gotten more adept at embedding and sharing videos in real-time via Twitter and Facebook. (And there’s probably more video to choose from.)

What’s this mean for publishers? For one thing, publishers should have advertising/monetization schemes ready to go for their videos right when they’re published, because the hits come early.

It also means companies should be actively uploading videos to YouTube, says David Burch, a rep at TubeMogul. He notes that major companies like the NBA have been good at getting clips on YouTube quickly. If they didn’t act fast, then they could miss an opportunity to get eyeballs. Read more at www.businessinsider.com

While ad networks and other collective buying channels continue to attract media buyers, the majority still prefer buying by the site, according to a new report from research firm Advertiser Perceptions, which was commissioned by ad network and technology provider Collective Media.

A full 52% of respondents indicated they would increase spending on content sites — such as ESPN and WebMD — this year.

What’s more, nearly half — 46% — of respondents reported a site-centric focus, with spending increases limited to vertical content and video sites.

Overall, 34% of respondents indicated that they would increase online ad spending in 2010, with 35% of respondents indicating they would increase spending on ad networks. Large online spenders — those spending $10 million or more — were slightly more likely — 40% — to use ad networks, according to the study. Meanwhile, 46% of respondents indicated they would increase spending on video sites in 2010, while 67% of large spenders would increase spending on video sites. By contrast, just 23% of survey takers said they planned to increase spending on portals this year. Read more at www.mediapost.com

Twitter referrals to videos on every major category of destination resulted in longer viewing times than any other traffic source. A Twitter referral to a music video averaged a 2:33 viewing time compared to 2:01 of time spent by people coming from Google. Tweets drove viewing sessions of 1:52 on broadcast locations, but traffic coming from Facebook, Bing and Google were all in the 1:37 to 1:38 range. The exception to this rule was Tweets landing on newspaper sites, where Yahoo customers viewed one second longer than Twitter refers.Read more at www.mediapost.com

Online Video Viewership Rises 1.3% The number of unique viewers of online video increased 1.3% year-over-year, from 130.1 million unique viewers in March 2009 to 131.7 million in March 2010, according to VideoCensus data from The Nielsen Company. On a month-over-month basis, the number of unique online video viewers fell 0.4% from February 2010. Total video streams, about 9.26 billion, fell 4.2% from March 2009 and 10.1% from February 2010. Average minutes spent per viewer, 183.4, also declined on a year-over-year (3.8%) and month-over-month (5.5%) basis. Read more at www.marketingcharts.com

Criticism of behaviorally targeted ads by consumers, privacy advocates and the government has led to uncertainty in the market, which eMarketer expects to reach nearly $1.13 billion this year. Research from the Network Advertising Initiative (NAI) indicates the high value of those ads, for both marketers and publishers.

The study, which looked at ads run on member networks during 2009, showed that among users who clicked on a behaviorally targeted ad, 6.8% converted. That compared with only 2.8% of those who clicked on a run-of-network ad. Clickers found behavioral ads more relevant, but the NAI did not study how likely they were to click in the first place, a key component of effectiveness.

CPM rates were likewise significantly higher for behaviorally targeted ads, with the average price of a behaviorally targeted ad 2.68 times greater than that of a run-of-network ad. Retargeting also provided higher CPMs.

See more at www.emarketer.com

See more at www.emarketer.com

Google Sites accounted for 13.2 billion videos, or almost 40% of total online videos viewed in December 2009.

The top video ad networks in terms of their actual reach delivered were: Tremor Media Video Network with 30.5% penetration of online video viewers, BrightRoll Video Network with 21.7%, and BBE with 21.2%. Read more at www.marketingcharts.com

The preeminent video advertising format — pre-roll — still irritates some consumers, so much so, in fact, that nearly 16 percent of consumers click away from a pre-roll ad rather than sit through it to watch their desired video.

The trend is worse for news media; nearly 25 percent of consumers click away from pre-roll ads on newspaper and magazine websites, according to analytics firm TubeMogul.

What this means, of course, is that 16 percent of consumers would rather not watch a video simply because it contains an advertisement, which isn’t great news for video publishers. Read more at www.imediaconnection.com