We’re all seeing more online video marketing ads in the programming we watch digitally every day. But how much more, and where are the ads coming from?

Some information is available if one digs hard enough. If you thought that the amount of time that you’re spending between programming watching an advert is increasing then you wouldn’t be wrong. In fact, the number of ads in digital video content has grown by nearly two-thirds year over year.

In its most recent report, comScore said that in December about 23% of online videos had ads in them. That compares to 14% from December 2011, representing a 64% increase in the volume of ads attached to video on a year-over-year basis. Also in that period, the time spent watching video ads rose 58% — from 1.2% of all minutes spent viewing video online, up to 1.9%.

What does this mean for those of us looking to reach a wider audience through advertising online? It means that our potential reach is widening, so long as the video production itself is engaging and compelling enough to retain views.

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