June 2012 marks a history-making month for the digital video industry. A new record was set with five video advertising properties serving more than a billion video ads each. In total, 11 billion video ads were viewed by 180 million U.S. Internet users.
This news comes today as comScore releases its June online video rankings highlighting an even more important milestone: BrightRoll became the second largest video ad property behind only YouTube. This milestone also marks the first time that a video advertising network surpassed Hulu in the total number of video ads served.
Here’s a look at the top three video properties by video ads served in June 2012:
- Google Sites: 1.41 billion
- BrightRoll: 1.39 billion
- Hulu: 1.33 billion
Along with this #2 ranking for video ads served, BrightRoll held its #1 position for reaching video ad viewers. BrightRoll reached the highest number of monthly uniques of any video property – including YouTube – in June with more than 109 million U.S. viewers.
Comparing the growth of video advertising networks against publisher sites is a trend that BrightRoll has waxed poetic about over the past year. It stems from people increasingly using multiple digital devices for their daily activities and consuming more types of content across these devices. With the rise in available content comes the opportunity to reach consumers with video advertising outside of traditional video content and within “nontraditional” media such as games and apps. This is why by the end of 2011, and for the first time, the top 10 video advertising networks served more video ads than the top 10 publishers. Networks are able to offer the scale that individual publishers simply cannot offer, further advancing the network advantage.