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Hulu Delivers Best Ad View Rates For June
04 Aug 2010 Posted by Market and Main Media
Larger online audience size does not necessarily translate to more ad views. Web research firm comScore’s recently released data makes it clear that the size of the online audience is not a good predictor of the number of ad views. Specifically, YouTube has the largest online audience of all Internet destinations with 144 million viewers last month alone. In addition, the site had the greatest engagement with an average time of 4.3 hours spent for the month per viewer. Yet Hulu, with a mere 24 million viewers during the same time period and only 2.2 hours per viewer, generated more than twice the amount of video ad views. Hulu had 556 million video ad views in June while Google Sites (mostly YouTube) had just over 200 million. This translates to 24.2 ads per Hulu viewer and just 4.3 ads per YouTube viewer.
Other sites with strong online audiences include Yahoo with 45 million viewers as well as Vevo (a music video site) and Facebook, each with more than 43 million. In terms of ad views, video ad network Tremor Media ranked second behind Hulu with 524 million ad views. BrightRoll (another ad network) came in third with 333.5 million and Microsoft sites followed with 222 million ad views.
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Yahoo Is A Favorite Of Brand Advertisers, But Youtube Is Coming On Strong
11 May 2010 Posted by Market and Main Media
The majority of online display ad spending is still spent at web portals like Yahoo, AOL, MSN and, more recently, YouTube, though some of the market share is being diverted to social media networks. An investment firm, Broadpoint AmTech, recently released a report that compares how well these portals do in selling space on their home pages. MediaPost shared some of the results, which were based on tracking done over a period of several months:
- Yahoo is still popular with brand advertisers, with a third of ads that were “purely for branding purposes,” with the highest share of ads placed by food and beverage as well as auto advertisers. It also had the second-highest share of CPG advertisements.
- MSN had the most direct response ads and the lowest brand building ads. The study’s authors suggest that MSN is not “well-positioned” for some premium brand advertisers.
- AOL was designated the most “creative” because more than 2 in 10 of its ads were non-standard, expandable rich media. Broadpoint analyst Ben Schachter noted in the report, “While this likely helped ingratiate AOL amongst the advertising agency community, only time will tell how the strategy may go over with users, given that some find these types of ad units intrusive.”
- YouTube’s home page has broken through as a star among media and telecom companies. Ads for these companies, often time-sensitive promotions for new releases, made up nearly half of the ads on the home page. “The fact that these ads are date-sensitive is a big win for YouTube, as it can charge a premium for specific guaranteed placements,” noted Schachter. This portal also had the highest share of CPG ads.
“Home page ad impressions represent some of the most valuable ad inventory online,” concluded Schachter.
The majority of online display ad spending is still spent at web portals like Yahoo, AOL, MSN and, more recently, YouTube, though some of the market share is being diverted to social media networks. An investment firm, Broadpoint AmTech, recently released a report that compares how well these portals do in selling space on their home pages. MediaPost shared some of the results, which were based on tracking done over a period of several months:
- Yahoo is still popular with brand advertisers, with a third of ads that were “purely for branding purposes,” with the highest share of ads placed by food and beverage as well as auto advertisers. It also had the second-highest share of CPG advertisements.
- MSN had the most direct response ads and the lowest brand building ads. The study’s authors suggest that MSN is not “well-positioned” for some premium brand advertisers.
- AOL was designated the most “creative” because more than 2 in 10 of its ads were non-standard, expandable rich media. Broadpoint analyst Ben Schachter noted in the report, “While this likely helped ingratiate AOL amongst the advertising agency community, only time will tell how the strategy may go over with users, given that some find these types of ad units intrusive.”
- YouTube’s home page has broken through as a star among media and telecom companies. Ads for these companies, often time-sensitive promotions for new releases, made up nearly half of the ads on the home page. “The fact that these ads are date-sensitive is a big win for YouTube, as it can charge a premium for specific guaranteed placements,” noted Schachter. This portal also had the highest share of CPG ads.
“Home page ad impressions represent some of the most valuable ad inventory online,” concluded Schachter.
... read full article
