Ranking: The Top 10 Ad-Platforms Serving Video to U.S. Hispanics

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What are the video sites and platforms preferred by Hispanic residents in the United States? What relationship is there between content and technology? What does one have to keep in mind when planning advertising campaigns using video formats? This article will answer those questions with data from comScore's December 2015 report.

Unlike what we saw in the October October 2015's comScore report, December 2015's rankings reveal that advertising platforms that monetize represented or affiliated sites dominate.

Source: comScore Video Metrix, United States, Hispanic All, December 2015, PC/Laptop Only, Total Total Unique Viewers (000)
    Total Internet:  Hispanic All 27.000
    Top 10 Video Properties
1     Google Sites 25.366
2     AOL, Inc. 18.515
3     BrightRoll Platform 17.639
4     SpotX Video Advertising Platform 16.538
5     LiveRail 16.258
6     Specific Media 12.912
7     Facebook 11.474
8     Yahoo Sites 9.876
9     Altitude Digital 9.862
10     Teads Sites 8.294

In this report, user activity appears almost inadvertent: it's impossible to determine exactly what concrete interest the users have in certain topics (given that the sites that they really visit are ranked below those that commercialize them).

Only the presence of GoogleAOLFacebook and Yahoo allow us to establish a certain behavior or interest on the part of the user towards certain content. Of course, these companies also provide advertising services as a part of their primary activities, although (unlike the other companies that appear in the report) in the case of Google, AOL, Facebook and Yahoo, one notices almost immediately what kind of content or functionality interests users.

The predominant of diverse advertising and technology platforms on the rankings indicates that these companies have qualified management, capable of administrating a series of sites that capture the interest of users (and put these sites on the top 10 rankings in the process). Nonetheless, we are left guessing which concrete user preferences brought them to the site (except in the case of GoogleAOLFacebook and Yahoo.

Content vs. Technology

It seems that if content is king, technology would be the queen: what we learn from these rankings is that content has been placed in the hands of the sites that represent/monetize sites: this way, instead of "king," content is more of a "king consort."

This observation allows us to realize the way that advertisers have begun to plan and invest in advertising: sites' content is important for attracting users and transmitting certain messages, although much depends on the company that is administering or commercializing it.

Notable Data:

  • According to the report, in December 2015, Facebook and Yahoo went down two positions since  October 2015.
  • BrightRoll (owned by Yahoo) appears in third place, while LiveRail (owned by Facebook) appears in fifth. This is no small detail, as Yahoo and Facebook are lower in the rankings, and both companies are represented by other companies in the group further up in the rankings.
  • Specific Media, owned by Time Inc., appears in sixth place (before Facebook). This is interesting since MySpace is owned by Specific Media. Separately, MySpace wouldn't have been able to occupy a higher ranking than Facebook (nonetheless, this seems possible coming from a company that knows how to manage a diverse group of media properties).

 


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