Video Ad Views Grow 117% Year Over Year

hulu-video-advertising180 million U.S. Internet users watched nearly 36.6 billion online content videos in May 2012, according to comScore Video Metrix data. Video ads saw another record-breaking month, surpassing the 10 billion mark for the first time on record, good for about 117 percent year-over-year growth.

As is the norm, Google sites, driven primarily by video viewing at YouTube, ranked as the top online video content property with 151.7 million unique viewers, followed by Yahoo sites with 57.8 million, VEVO with 48.3 million, Microsoft sites with 44.4 million, and Facebook with 44.3 million.

In May 2011, Google/YouTube ranked as the top online video content property with 147.2 million unique viewers, followed by VEVO with 60.4 million, Yahoo Sites with 55.5 million, Facebook with 48.2 million, while Viacom Digital ranked fifth with 46.5 million viewers.

So year over year, Google Sites are up 3.1 percent, Yahoo Sites are up 4.1 percent, VEVO is down 20.0 percent, Facebook is down 8.1 percent, and Microsoft sites are down 4.5 percent.

In May 2012, Americans viewed an all-time high of 10 billion video ads. Hulu topped the chart with 1.6 billion video ads delivered, followed by Google sites with nearly 1.4 billion, the BrightRoll Video Network with 1.1 billion, Adap.tv with 966 million, and the TubeMogul Video Ad Platform with 897 million.

In May 2011, Americans viewed 4.6 billion video ads, with Hulu generating the highest number of video ad impressions at more than 1.3 billion. The Tremor Media Video Network ranked second overall with 700.8 million ad views, followed by Adap.tv with 642 million, and the BrightRoll Video Network with 565 million.

So year over year, Google Sites and the TubeMogul Video Ad Platform have jumped into the top 5 video ad properties while the Tremor Media Video Network has been pushed out.

The May 2012 YouTube partner data revealed that video music channels VEVO (47.6 million viewers) and Warner Music (27.7 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 23.5 million viewers, followed by Maker Studios Inc. with 16.2 million, FullScreen with 14.1 million and BroadbandTV with 8.1 million.