Archive for the ‘specific media’ Category

SpotXchange Top Video Ad Property in January According to comScore

Friday, February 21st, 2014
SpotXchange Top Video Ad Property in January According to comScoreJanuary didn't quite compare to December in the comScore Video Metrix numbers, but it was still a good start to the new year. One thing to always keep in mind here is how comScore defines a video and the fact that Netflix isn't included in these reports. Still, SpotXchange did themselves proud and topped the video ad property list clearing AOL and the rest by a good margin. Google remained top site overall and MCN VEVO reigned in the YouTube Partner Channels area.

Top 5 Video Advertising Network Recommendations November 2012 – Brightroll Topples Google

Tuesday, November 20th, 2012
Top 5 Video Advertising Network Recommendations November 2012 - Brightroll Topples Google

Why yes, it was just two weeks ago that comScore released the September numbers now that you ask. Yet, here we are once again with my top five video advertising network recommendations. The major change in the chart this month is that Google is no longer the largest video advertising network (collective gasp!).

Fine, I won't kill you with suspense. Google got dropped to second by Brightroll this month. I find it sort of ironic as Tod Sacerdoti once told me in an interview,

"I would be suspicious of anyone who is said to be showing more video ads than Google..."

Oh really Tod?! Of course, I'm joking.

Alright, enough screwing around. You're clearly here to find out where you might want to be placing your video ads, and I'm here to tell you, so tell you I shall.

For the month, there were 10.8 billion video ads which amounted to 3.82 billion ad minutes and 68.2 ads per viewer (ouch!). That means 51.9% of the US population is seeing a ton of online video ads each month now. All of those numbers are up over last month (see the trend charts at the end for more info).

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
October 2012 - Total U.S. – Home and Work Locations - Ad Videos Only (Content Videos Not Included)
Property Video Ads (000) Total Ad Minutes (MM) Frequency (Ads per Viewer) % Reach Total U.S. Population
Total Internet : Total Audience  10,887,079 3,820 68.2 51.9
BrightRoll Video Network** 1,827,703 897 12.0 49.3
Google Sites 1,750,845 140 19.1 29.8
Hulu 1,543,196 618 58.8 8.5
LiveRail.com† 1,241,123 540 12.4 32.6
ADAP.TV† 1,091,077 560 9.7 36.4
Auditude, Inc.** 910,734 220 13.4 22.2
TubeMogul Video Ad Platform† 832,198 372 8.8 30.9
Tremor Video** 790,646 384 9.0 28.5
Specific Media** 766,570 339 6.4 39.2
AdExcite Video Ad Network** 728,123 303 8.0 29.5

*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 5 Video Advertising Network Recommendations

#1 Brightroll - Massive!

They reach almost 50% of all Americans. That's a pretty massive factor when you plug it into the algorithm and they showed 1.8 billion video ads which means they have an equally massive infrastructure and inventory. I was skeptical of giving them number one this month because, who's larger than Google? Well, Brightroll is I guess. Well done Team BR!

#2 Specific Media  lo-freq + hi-reach

Specific is doing quite well for themselves. Sure they only show maybe half the total ads and about one-third the total minutes of BR, but they have a reach of 39.2 and an industry low 6.4 frequency and that is part of the reason they get second place. A solid performer with a good growth curve and a very steady, and extremely low frequency. See, size doesn't alway matter...

#3 Adap.tv

Third in reach at 36.4% and a sub 10 frequency makes this also a good place to get your ads since lots of people will see them but not so often that they suffer ad blindness. Plus, they show a gazillion ads...alright, how about just over a billion?

#4 TubeMogul

A very nice frequency of 8.8 coupled up with their 30.9% reach and a healthy 800 million or more video ads shows that they know what's what. They're also another consistent perform but stumbled earlier in the year and are still trying to regain those lofty heights. Keep on trucking down the Tube, mogul!

#5 Tremor Media

Feel the force of Tremor Media, or something. These guys are usually flirting with the top spots. Their reach is growing but the number of video ads is almost stagnant. Luckily, they've also got a good, low frequency at 9 and that all amounts to a pretty stable offering. They have seen growth this year going from 580 to 790 million video ads a month as well and that could help push them up the chart.

The Dark Horse

There is a new entrant to the charts that you should be keeping an eye on. AdExcite, who popped in this month, is coupling a low freq with a good reach already and could be in the top five in no time. If you're an early adopter you might give them a test campaign now and beat the crowds.

The Trend Charts!

What's the Frequency Kenneth?!

A billion....video ads!

Reach for the masses


Top 5 Video Advertising Network Recommendations October 2012

Friday, November 2nd, 2012
Top 5 Video Advertising Network Recommendations October 2012

So comScore was late this month with their Video Metrix numbers. They once told me that they only put out one press release a day so as "not to confuse the journalists," which I found sort of offensive. I also find the way they track videos sort of offensive as well because I think it's misleading. But in regards to video advertising networks, I think they do mostly OK. So here is this month's list of the top 5 video advertising networks based on their numbers and my own personal algorithm.

First off, let's chat about the actual comScore numbers. There were around 9.4 billion video ads, slightly lower than previous monthly. But there's an addition the the Billion VidAd Club – Liverail who now seems to be included in the comScore numbers. That makes five members of the club; Google, Brightroll, Hulu, Liverail and Adap.tv. Well done all around. Those 9.4B ads accounted for 3.377B minutes for 51% of the US population.

A large portion of those minutes came from Brightroll, followed by LIVERAIL and Adap.tv. Here's the chart.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed: September 2012
Total U.S. – Home and Work LocationsAd Videos Only (Content Videos Not Included)
Property Video Ads (000) Total Ad Minutes (MM) Frequency (Ads per Viewer) % Reach Total U.S. Population
Total Internet : Total Audience  9,436,158 3,377 60.2 51.0
Google Sites 1,760,636 142 19.6 29.2
BrightRoll Video Network** 1,354,354 681 10.2 43.2
Hulu 1,170,014 456 51.0 7.5
LIVERAIL.COM** 1,153,928 552 12.3 30.6
ADAP.TV† 1,036,873 530 10.8 31.3
Specific Media** 787,025 326 6.8 37.7
Tremor Video** 758,561 360 11.8 20.9
Auditude, Inc.** 744,082 190 13.1 18.5
TubeMogul Video Ad Platform** 539,315 244 7.4 23.8
SpotXchange Video Ad Marketplace† 528,285 287 9.5 18.0

*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 5 Video Advertising Network Recommendations

As always I like to put my own spin on the top five and give you a list of where I think you might want to look in order to place your video advertising campaigns. Granted, a single solution isn't always the best solution but if you're just starting out I look at the major factors like reach, frequency and network size.

All of those factors are input into my algorithm and then spit out as a score to give me a top 5 list.

#1) Cream of the Crop: Brightroll

With almost twice the ads, more reach and a frequency of just 3 more than second place, Brightroll takes the top spot this month. They're pretty massive these days showing 1.35 billion video ads to an astounding 43.2% of the total US population. Boom! Since video ads reached 51% this month, it means that Brightroll ads are seen by four out of five online video viewers and four out of ten Americans. If you want your ads to be seen, they go to Brightroll.

#2) Standing Strong: Specific Media

Extremely close to the heels of BR is Specific who has shown good reach but wavers now and again in the number of videos shown. They seem to have evened out and are growing that number over the past couple months and that's kept them in second. Plus, they have an industry-dominating frequency of 6.8 and a great reach of 37.7. Now might be a great time to get your ads there as it could help them grow.

#3) Steady as She Goes: Adap.TV

Maintaining their third place stance is Adap.TV who show a good frequency at 12.2, a good reach with 31.3 and over 1.1 billion ads served. A major shift in either of those first two numbers might see them in second place. Plus, three-in-ten Americans will see an add from them each month.

#4) NewBoom! LIVERAIL

You might know LiveRail, and you might not. But you certainly should now. New to the list this month they popped straight to fourth place. On offer? Real-time bidding on a private exchange, pre-built HTML5, iOS and Android SDKs and more. Reach is 30.6%, frequency is just 12.3 and they crossed 1.1 billion ads. This is now the new dark horse. Keep an eye on them folks, and ponder placing your ads there.

5) The Old Stalwart: Google

They come and go from the top five here and even though they lost a little reach this month, they also dropped their frequency a little and, of course, served up more ads than anyone else. So for that, they get fifth place this month instead of an 'also ran.' You know them, you love them or hate them, or vacillate between those two emotions, but they're not going anywhere anytime soon. So, you've got to deal with them one way or another.

The Rest of the Pack

Tubemogul didn't make the top five this month even though they had an astounding 7.4 frequency (second best). It's partly because of their lower reach and ad numbers. Something happened there and they didn't show nearly as many ads as they had been, nearly 400 million less.

NOTE: Zeros on the charts below means the video ad network was not included in the comScore Video Metrix that month.

The Video Ad Freq!

Shame on Hulu!

Video Ad Reach!

Well done BrightRoll!

Video Ads Streamed

Google stands strong, Brightroll not far behind.


Top 5 Video Advertising Network Recommendations August 2012

Monday, September 24th, 2012
Top 5 Video Advertising Network Recommendations August 2012

Alright! If you've been reading for some time you know that when comScore does their Video Metrix, thing, I leap into action and do my video ad recommendation thing. Since I posted August 2012′s numbers last week I wanted to give the numbers time to breath so I could do this piece. I have to say, I'm really excited this month… things have changed!

You'll recall that last month Brightroll was omitted from the comScore numbers, but it didn't affect my choice because, as I said, "not being in the comScore Video Metrix numbers on video advertising networks for a month is not grounds for dumping the video ad network that works for you." This month, they're back, and like the proverbial lion they have come back with a roar, or perhaps it's the roar of the crowd. But we'll get to that in a second, first, the comScore video advertising numbers.

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)
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

Thanks for the warning on month-to-month trends. So first and foremost, Hulu took a nosedive. No not really. They did lose about 2 points in reach and around 150 million video ads. Now they say that's about tag data collection. Sounds like they might have been strongarmed into that statement. Of course, I advise caution when interpreting my statements and opinions, because I'm highly opinionated and like to call things like I see them which might not be how others see them. That's the fun of interpretation, everyone has their own way of it.

Alright, on to the exciting bit!

Top Five Video Ad Networks Recommendations for Ad Placement

Remember, Specific Media was ruling the roost. Wait, did I just say, was? I did indeed, because Brightroll steamrolled their way back to number one this month. Why? Two Words.

Massive. Reach.

#1 Brightroll – Back on Top!

Massive reach is right. 41.8% of the total U.S. population, almost 7% higher than second place.  Since June they've grown their reach over 6% and for the year it's grown almost 10%. On top of that they have an ad frequency of just 10.5. Not the lowest, but definitely quite good. It's down from their June freq of 12.7 and year-to-date the growth of frequency is just 4.4%. Well done!

#2 Specific Media – Still Solid

Specific might have fallen from first place but they still have an amazingly low frequency of 7.4 ads per viewers. Surprisingly, it's not the lowest but it's pretty close. As for reach, they've got a sizable 33.9% of the U.S. Population eyeballing their ads. That's 10% growth for the year as well. If you've got your ads there, keep them there. If you're not sold on Brightroll, put them here. Nuff said.

#3 Adap.tv – Dashes for a medal

In terms of reach and frequency they're not as good as the top two, but they are better than the rest. Yep, Adap.tv even topped Google this time round with a reach of 30.9% of the U.S. population and 12.2 ads per viewer. That was enough to help them edge past the tech giant and secure third place.

#4 Videology – The New New Kids

Yeah I don't know where they came from either but Videology showed up on the chart this month and smoked a bunch of other video advertising networks. With a decent reach of 20.2 it means one in five of us have seen an ad from them. They also have an amazingly low frequency of 7.1, the lowest on the chart and that was enough to push them into the upper echelons. Welcome to the big show boys and girls!

#5 TubeMogul – Still in the Groove

Sliding down to fifth, but still edging out Google, is TubeMogul. They've been around for some time, you know them and that makes them a good spot to consider when you're placing those new online video advertising campaigns. With a reach of 24.1 it's not quite as high as Google, but the ad frequency of 14.3 means they got the drop on the big G and crept past them this month.

The Rest of the Pack

Google and Tremor had good showings this month as well each with over 20% reach but not quite enough for me to make them top five. The competition is getting pretty stiff folks! SpotXchange and Auditude are doing alright with reach in the high teens but I tend to weight reach as slightly more important than some other factors in my algorithm and it's just not enough for the top five.

NOTE: Zeros on the charts below means the video ad network was not included in the comScore Video Metrix that month.

Reach Trends

Frequency Trends

Video Ads Shown Trends

I might prune these soon and only include networks that are active in the particular month, just to make them cleaner and easier to read.

Tags: Adap.tv, algorithm, Brightroll, Comscore, comScore Video Metrix, Google, Hulu, network, specific media, SpotXchange, Tremor, Tubemogul, video ad, Video Advertising, Video Trends & Research, videology