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Online Video Ads Surge 49% in February

Mar 19, 2012 11:13 AM   By Ricci Dipshan
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RAPAPORT... Digital matrix firm comScore Inc. reported that the number of U.S. Internet users who watched online video in February  rose 5 percent year on year to 179 million. On average, the number of hours Internet viewers spent watching online video increased 37.6 percent to 21.8 hours. 

The total number of advertisements played in those videos and viewed by U.S. Internet users during the month surged to 7.5 billion, a 49.3 percent year-on-year increase.

Google websites, including YouTube, ranked as the top online video content property in February with 147.4 million unique viewers, followed by Yahoo! Sites with 60.8 million users, VEVO with 52 million, Facebook.com with 43.6 million and Viacom Digital with 43.2 million, according to comScore.

Hulu delivering the highest number of advertising impressions at 1.55 billion and Google properties  ranked second overall  with 1.1 billion ad views, followed by Adap.tv with 705.7 million, BrightRoll Video Network with 683.4 million and Specific Media with 611 million. The amount of time video ads captured totaled more than 3.2 billion minutes during the month, with Hulu delivering the highest duration of video ads at 650 million minutes.

Video ads reached 50 percent of the U.S. population an average of 49 times during the month, comScore concluded. Hulu delivered the highest frequency of video ads to its viewers with an average of 48, while ESPN delivered an average of 26 ads per viewer.
Tags: Advertisements, comScore, comScore Inc., Online Video, Ricci Dipshan
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