Who is Making the Video Advertising Money?
ComScore released their August 2010 U.S. Online Video Rankings and at first glance it is exactly what you would guess. Google had the most unique viewers and viewing sessions (due to YouTube), Facebook was second, then Yahoo! and all the usual suspects. However on the second chart they listed top properties by Video Ads Viewed.
Now this is more like it, personally I would prefer to be top on the Video Ads Viewed and bottom on the Content Views. Why? Because content views means overhead and high operational costs. Not necessarily, but more than likely, obviously you could put 10 ads per video and charge next to nothing for them and obtain the same result but for the most part there is a correlation between the most views and the highest operational costs. The most ads viewed are at Hulu, more below.
Top Ads in Video
Hulu topped the list with the most video ads. I have to say that I am assuming all things equal, meaning to make the leap that the site with the most ads viewed is making the most revenue means you have to believe they are all selling the same percentage of inventory and all selling at the same price point. Also note that Comscore states this list only includes streaming-video advertising and not overlays, branded players, matching banner ads around the player etc.
Top was Hulu, second was the BrightRoll Video Network which is not a site but a network as is number three Tremor Media Video Network, therefore the second was Microsoft (sites), then Google (sites) Break Media Network and others. It is interesting that Hulu was not on the first list, probably because they have longer form video such as shows or movies, but they do have short clips. Also interesting to see the Break Media Network which owns it’s sites was so high on the ads viewed list compared to others. They obviously sell their inventory well. Also interesting that Facebook was on the most viewed list but not the most ads viewed, so you could infer they are showing clips but not monetizing well.
This list goes to show that it is not always the largest sites or those with the most users that generate the most revenue.