Thursday, October 29, 2009, 9:40 AM ET|Posted by Will Richmond
According to comScore's September Video Metrix report reflecting actual unique viewers, Tremor Media is the top-ranked video ad network, with 33.6 million unique viewers, followed by BBE with 27.4 million and BrightRoll with 25.1 million.
comScore has not yet released it monthly top 10 results, but a sneak peek shows that Tremor places #8 on the list (I believe the first time an ad network has cracked the top 10), Jambo Media, a video syndicator (and also a VideoNuze sponsor) comes in at #9 with 32.3 million viewers and Facebook shows up at #10 with 31.1 million. All 3 companies are new to comScore's top 10 and compared to comScore's August top 10 list, they replace Turner (now #12), AOL (now #15) and Disney (now #20). All 7 other top 10 sites are back, though with a little shuffling (Google/YouTube, Fox, Yahoo, CBS, Viacom, Microsoft and Hulu).
With respect to the video ad networks specifically, as I've written previously, there's an ongoing debate about which numbers are most relevant to focus on. comScore has been working to fully populate its actuals list, which requires cooperation from the video ad networks themselves. Another way of measuring video ad networks' size is by "potential reach," which considers the total number of viewers of all the sites in a network (so for an ad network that would mean all sites it has the right to place ads on). Looking at both provides a broader picture of video ad networks' size.
By the potential reach measure, among video ad networks, Tremor is the top-ranked, with 72.9 million unique viewers, YuMe is #2 with 66.2 million, Ad.com is #3 with 57 million, SpotXchange is #4 with 55.7 million, ScanScout is #5 with 54.9 million and BrightRoll is #6 with 51.4 million. Oddly missing from the potential reach list is BBE, which in August was the fourth-largest video ad network with 62.7 million unique viewers. I'm trying to get an answer to that one. Tremor also announced yesterday that 60 sites have recently joined its publisher network, including A&E, Hachette Filippachi US, Thompson Reuters and SBTV.
It's also worth mentioning that Google/YouTube continues to dominate the video landscape. In September it is up to 10.4 billion videos viewed (vs. 10 billion in August), with a 40.2% market share (vs. 39.6%) in August. As the comScore data compilation slides I offered on August 31st support, Google/YouTube's share has hovered consistently around 40% since the middle of 2008.
Data like the above is obviously extremely important for understanding the evolving online video landscape. I'm cognizant of many people's concerns that the comScore data is incomplete or does not synch with internal logs or other measurement techniques. However, comScore is the only third-party data source that consistently releases results, providing trend data to analyze. Although I wouldn't suggest "taking the data to the bank," I do believe comScore provides great directional evidence of the market's growth and the standing of individual players.
What do you think? Post a comment now.
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