Releases September 2010 U.S. Online Video Rankings. October 12, 2010 comScore Releases September 2010 U.S. Online Video Rankings Microsoft Sites Climbs to Fourth Place in Video Content Ranking with 45 Million Viewers RESTON, VA, October 12, 2010 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 175 million U.S.
Internet users watched online video content in September for an average of 14.4 hours per viewer. The total U.S. Top 10 Video Content Properties by Unique Viewers Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property with 144.2 million unique viewers. Top 10 Video Ad Properties by Video Ads Viewed Americans viewed more than 4.3 billion video ads in September, with Hulu generating the highest number of video ad impressions at 794 million.
Other notable findings from September 2010 include: About comScorecomScore, Inc. U.S. Online Ad Spend Slows. NEW YORK eMarketer has revised its Internet ad spending projections, estimating that advertisers will spend $24.5 billion online this year in the U.S. That estimate is slightly lower than the one eMarketer put out in November 2008, which said that U.S. online advertising spending would reach $25.7 billion in 2009. It is important to note that the lowered estimate still represents an increase of 4.5 percent over 2008 spending.
Marketers spend more on Internet ads, while they spend less on advertising placed in other media, such as newspapers, radio and magazines. These spending shifts predate the recession, but the current economic forces both reinforce the new advertising models and make them more permanent. Marketers can more readily measure the results of Internet advertising than with most traditional media, both during campaigns and after they are completed. In recent weeks, ad forecasts across almost all media have turned decidedly negative: "Grim Forecast for Local Broadcast" Average CPM Rates for Banner Ads Across Verticals. If you are curious to know the average CPM rates for online advertising across different verticals, this report from Adify should give you a good idea. If you are curious to know the average CPM rates for online advertising across verticals, this graph from Adify should give you a good idea.
CPM trends across verticals Except Food, Entertainment and Real Estate, the CPM rates for display ads have declined across industries in the last three quarters which is quite good news for online advertisers but not so good news for web publishers and bloggers. For some unknown reason, this Adify Report excludes the Technology sector which also commands high CPM rates (the CPM rates for tech industry were around $15 in Q2 2009).
CPM = cost per thousand ad impressions. Ad Spend Trends. This chart is from a deck put together by Hal Varian, Google's Chief Economist The thing that jumps out at you is the long and structural decline in newspaper ad revenue as a share of the total market. And that's why Hal put this slide in his deck. But the thing that jumps out at me is the line called Internet. I don't know what that includes. It could just be display. It could be all Internet. But what this chart says is that over that past decade Internet has gone from nothing to 5% of all the ad spend in the US. That is the most bullish signal about investing in the Internet that I have seen this year.
Time to get get out our checkbook and start making some more bets. Google I/O: The Web Is Killing Radio, Newspapers, Magazines, And. Today at the Google I/O conference in San Francisco, Google’s Vic Gundotra put up an interesting slide early on in his keynote. As you can see in the image above, over the past 5 years, the web is kicking ass. From 2004 to 2009, stats from Forrester say that use of the web is up 117% in terms of how people spend their time in a day. That may not be too surprising, but what’s interesting is that all of the other major forms of media consumption are down or flat during the same period.
Listening to the radio is down 18%, reading newspapers is down 17%, reading magazines is down 6%, and watching TV has seen 0% growth. Obviously, this is all good news for Google, which is all-in on the web. Well, at least until their TV solution launches (maybe later today).