By Sahil Patel
There’s a new king atop the online video advertising mountain. According to comScore’s latest monthly video charts, SpotXchange has jumped over previous throne-holders AOL and Google/YouTube to be the top online video advertising property in the US. The programmatic video ad company delivered more than 3.46 billion video ad impressions in January, outshining second-place AOL (2.92 billion) and Google/YouTube (2.90 billion) in the process.
Is the rise of programmatic video advertising the reason for this? To an extent, sure. “Programmatic is taking off at an extremely fast clip for us and is exceeding all of our expectations in terms of revenue growth,” says SpotXchange CEO Mike Shehan in an emailed statement. “Programmatic revenue in January was approximately six-times larger than January 2013, while auctions more than doubled from December to 2013 to January 2014.”
Shehan also goes on to credit new ad-server and platform clients as helping pushing SpotXchange’s platform to the top.
But really, this is the continuation of a pretty good few months for those who champion programmatic in video advertising. AOL, which has been sitting at the top of comScore’s video ad rankings for the past few months, fully embraced programmatic last fall — even going as far as to hold the first-ever “Programmatic Upfront” during the Advertising Week in September 2013.
Now we have SpotXchange, arguably one of the biggest proponents (in terms of size and voice) of automated ad-dealing, sitting at the top.
The full top 10 can be viewed below:
Among the other notable numbers from comScore’s monthly charts:
- 183.8 million Americans watched 48.7 billion content videos last month.
- VEVO continues to lead the YouTube partner charts, with ZEFR hurdling past Fullscreen and Maker Studios to sit second with more than 31.6 million monthly uniques across the network of channels it manages