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Video Ads May Not Reach As Many Consumers As You Think

Video advertising image Credit: Advertising image via Shutterstock

If your business's website doesn't contain video content, you might want to rethink your Web strategy: A recent report from digital analytics company comScore Inc. revealed that nearly 87 percent of the U.S. Internet audience viewed online content videos in July.

According to comScore's July data, more than 48 billion content videos were viewed by 187 million unique U.S. viewers, totaling about 1,350 minutes per viewer during that month. Ad videos, on the other hand, received fewer than 20 billion views and only reached 55.4 percent of the U.S. population. These totals include all user-initiated and autoplayed videos viewed for longer than 3 seconds.

Although studies have suggested that online video ads are more effective than TV ads with American consumers, content videos are viewed far more frequently. comScore found that, of all online videos viewed in July, only 28.8 percent were ads. Additionally, video ads accounted for less than 3 percent of the total minutes users spent watching online videos. This could be due to the disparity in video length: Content videos average 5 minutes and 12 seconds, whereas video ads are typically shorter than 30 seconds.

[Making Money with Online Video Content]

Content videos on Google sites (which includes YouTube) received about 168 million views, accounting for the majority of all online-content-video views. Facebook came in second, with 61.3 million views. YouTube partner channels like VEVO, Warner Music and BroadbandTV also received a significant number of views, indicating that music and entertainment are popular categories of online content videos.

Business owners can take advantage of comScore's report to increase customer engagement. Creating and posting unique content videos about your company's products and activities to YouTube and/or Facebook will allow you to reach the large segment of the U.S. population that views online videos.  

Originally published on BusinessNewsDaily.

Nicole Fallon

Nicole received her Bachelor's degree in Media, Culture and Communication from New York University. She began freelancing for Business News Daily in 2010 and joined the team as a staff writer three years later. She currently serves as the managing editor. Reach her by email, or follow her on Twitter.