ComScore reported this week that nearly 3.6 billion video ads were viewed in the US over the month of July (again no figures for Europe, ComScore?). That’s a phenomenal figure. Given that vdieo ads are very much a brand focused channel and can garner higher CPM pricing than your typical display ad, publishers have rushed to embrace video advertising. There is a widespread belief that TV brand money will flow into online video – and with numbers like this you can’t help think that there are countless CMOs sitting in their corner deliberating a switch. The breakdowns are interesting: Hulu topped the chart with almost 700 million video ads shown; Hulu was followed by Tremor on 451 million; with Brightroll taking the third spot clocking in with 248 million video ads shown. It’s interesting to note that BrightRoll is also intending to launch a video ad exchange. Will we see the same type of automated ad buys we are now becoming more common in display? How long before DSPs and SSPs begin servicing the video ad market? I already know of several that are investing heavily in the video. Is this the early stages of convergence? Should we break the wrecking-ball to the media silos?

Here's the numbers broken down: