The audience for online video grew 4% in 2013, but the number of video ads was up 205%, according to comScore. Either a small group of people is watching a lot of video, or something is off with the numbers. A recent Adweek story cites research by ad-serving firm Vindico to show that the disparity reflects the fact that more than half of video ads are not actually viewable. "The number of ad impressions have exploded, but it’s totally manufactured viewing," Vindico President Matt Timothy told Adweek. In fact, Vindico, which claims to track 40% of all video ads served on the web, found that 57% of 2.7 billion ads tracked over a recent two-month period were not viewable. Which sites deliver the most video ad impressions per Vindico? No. 1 is Blinkx.com, a U.K.-based public company that has been accused of inflating its views in the past. Vindico recorded 217 million views on Blinkx, about 23% of which were viewable. In second place was CBS, with 195 million views and an 88% viewability rate. MSN was third, with just a 57% viewability rate. Several other top brands produced surprisingly low viewability rates, including AOL and HuffPost, each at 60%, according to Vindico data. The source of the bogus views is mainly a huge spike in autoplay video running below the fold where people can’t see it, claims Timothy, although bad guys using bots play some part in high video views. Basically, publishers haven't figured out how to use online space to tell a story and are mistakenly using a volume-driven, display advertising mentality when serving video ads, Timothy's opines. For more, see http://www.adweek.com/news/technology/number-online-video-ads-205-last-year-154520
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