Streaming video ads are becoming key digital marketing tools, says comScore.
Could web ads eclipse TV? Image: THML.NL |
According to the digital measurement and analytics company, more than 40 billion videos were watched during the month of May this year, with most of these views coming from YouTube.
Many companies are promoting products and services through the platform rather than creating a company-owned video platform.
The Brightroll platform lead the way with 2.6 billion ads and a total of 15.8 billion views. Google was close behind with 2.55 billion ads. In July 2013, nearly 85% of US internet users watched an online video.
However, measuring views is only part of the picture and does not include the critical information that demonstrates return on investment. The key, unanswered, questions are how long people have actually viewed each ad for, whether they immediately skipped the ad after the mandatory view period and how many actually clicked through to the ad link?