From the announcement, “the offering will combine the power of Omniture’s Web analytics with comScore’s new Media Metrix 360 hybrid audience measurement to help provide publishers and advertisers with a unified and comprehensive view of online audiences.”

My guess is that Omniture customers will now be able to view their own data next to industry and competitor analytics provided by comScore. It’s a smart move for both companies and should help Omniture customers save time and generate better analysis.

Could this bring comScore closer to the “quantified” service offered by Quantcast? From the announcement, “The strategic partner relationship is intended to allow joint Omniture and comScore customers to use Omniture tags to collect and share information with Media Metrix 360 using Omniture Genesis integration technology, quickly bypassing the normal implementation process for Media Metrix 360. The relationship also opens up the possibility of joint product initiatives that will leverage the granularity of the Omniture site-specific data with the Web-wide view of Internet user behavior provided by comScore.”

This puts Hulu right behind Google/YouTube and Fox Interactive and moves Hulu above Yahoo, Microsoft and Viacom. To put the 380 million mark in perspective, Google including YouTube videos were viewed over 5 billion times.

comScore is also reporting that for the month of March, Google/YouTube passed 100 million unique viewers. Hulu came in with 41 million viewers which puts the online video service in the 4th slot.

Other notes from comScore include: 77.8 percent of the total U.S. Internet audience viewed online video and the average video length was just over 3 minutes.

Do you find yourself watching a lot of videos on Hulu? To be honest I’ve only used the service when I have missed a TV show that they offer (e.g. Lost, Chuck, etc.).

Other notable facts from the report:

• YouTube passed the 100 million U.S. visitor mark for the month of October
• ESPN listed in tenth position for views – I wonder how many of those views come from their auto-launcher on the espn.com home page (hate that feature)
• All of Google’s video sites pushed out more than 5.3 billion video views for October

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In terms of type of mobile videos viewed, amateur videos was the most popular category followed by music videos comedy videos and movie trailers. The full list of categories is below.

comScore is also reporting that mobile social networking saw the biggest gain from August 2007 to August 2008 at 8.8%. This was followed by IM and news by download. I’d like to see a breakdown of which social networking services make up the increase. I have to imagine that the iPhone has a lot to do with the increase since many popular social networks now have native clients specifically for the iPhone.

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The five most popular visited blogs were: Engadget, UnRealityTV, Gizmodo, Kotaku and Metafilter.

Here’s a chart of what types of blogs "heavy" Internet users in the U.K. visited in August. Humor was the most popular followed by Web hosting and Food. I guess that’s all you really need in life… some jokes, a good Web host and some food.

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For all of the countries in the chart below, Google leads usage of mobile search. In the U.S., 63% of mobile searches use Google while 34% use Yahoo. In Germany, 85% use Google and in France 62% use Google. Spain and France were the only countries that had near 10% MSN search usage. 

As for Internet penetration in Europe, The Netherlands leads with 82% of the total population online. The Netherlands is followed by Denmark, Sweden, Norway, Finland and Switzerland. Based on what I am seeing, Switzerland appears to be pushing out the most new startups out of the top 5 European Internet penetration countries.

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On the advertiser side, Microsoft leads the pack with 5.5 billion ads purchased. In second place is the University of Phoenix with 4.7 billion ads – guess they have some open seats. Vonage and Netflix came in eighth and ninth respectively with just over 3 billion ads purchased. Experian Interactive is the company who pushes the dancing women/bear/monkey ads for Lower My Bills and the FreeCreditReport ads.

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I’d wonder exactly what comScore defines as a widget. Must a widget need to be viewable by the user to be counted? Would script code used in analytics tracking be considered a widget? I still believe that widgets will replace most traditional online display banner advertising by the end of 2009. The benefits of widgetizing an ad far outweight the cost to implement.

Gigya leads the pack serving over 150 million widgets during the period. In the U.S., Gigya served over 55 million widgets, giving them a 29.2% market share. It’s interesting to look at the charts below and compare a widget distribution platform like Gigya with a widget provider like Slide. Gigya doesn’t produce their own widgets, they help widget creators with distribution, monetization and analytics. Slide creates and distributes their own widgets. It’s hard to do a direct comparison.

(comScore asked that we remove the top 10 charts) 

Good to see SplashCast on the list – haven’t heard much from them lately. Check out my thoughts on widget installation and ethics, 2008 widget predictions and all of our widget coverage.

MySpace is second with 10% of the traffic Mixi.jp has but doubles Facebook in unique visitors. While we here in the states seem to believe Orkut is dead, it’s beating Facebook in unique visitors by 20% for June 2008. comScore also notes that Orkut users have the heaviest engagement noting, "…in this study across several measures, including average usage days per visitor (11.5), average minutes per visitor (454), and average pages per visitor (1,557). Mixi.jp also generates fairly heavy engagement, while Facebook.com and MySpace.com show more modest engagement thus far."

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Here are the other notes from comScore for May 2008:

• 74 percent of the total U.S. Internet audience viewed online video.
• The average online video viewer watched 228 minutes of video.
• 82.2 million viewers watched 4.1 billion videos on YouTube.com (50.4 videos per viewer).
• 54.8 million viewers watched 703 million videos on MySpace.com (12.8 videos per viewer).
• 6.8 million viewers watched 88 million videos on Hulu.com (13.0 videos per viewer).
• The duration of the average online video was 2.7 minutes.

YouTube will always come in with a higher video/user count because most of their videos are short, user-generated and are typically unplanned while sites like Hulu are longer shows and are typically planned.

Ashkan says more videos were watched than searches were performed.

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German networks Verlagsgruppe Georg von Holtzbrinck and ProSiebenSat1 Sites own 4.6% share combined.

It’s interesting to compare the numbers to the Russian search engine comScore report. In Russia, local search provider Yandex owns nearly 50% of the search market.

With the stupid Subway campaigns for $5 footlongs, I would have imagined Subway ranking higher in impressions than Quiznos.

While 295 million impressions might seem like a lot, comScore ranks McDonalds at #113 on their list of total ad impressions for March 2008.

This news comes after TNS Media Intelligence reported that online advertising spend was up 8.5% for the 1st quarter 2008.

M:Metrics describes their core mobile analytics services as:

MobiLensTM, a syndicated monthly online survey that captures overall mobile phone usage, including device information, data usage, media consumption and demographic characteristics of a representative sample of more than 40,000 mobile device users.  MobiLens is available in the U.S., U.K., Germany, France, Spain, and Italy.

MeterDirectTM, the industry’s first on-device meter that passively measures the mobile Internet behavior and media consumption of more than 4,000 existing Smartphone panelists. The M:Metrics metering technology is compatible with more than 280 device models. MeterDirect is currently available in the U.S. and U.K.

M:AdTM, the first competitive tracking service for mobile advertising that continuously monitors clickable display advertising from a broad representative set of mobile Web destinations to reveal leading advertisers across a variety of market segments.  M:Ad is currently available in the U.S. and U.K.

More details on the acquisition on Silicon Alley Insider and Techcrunch.

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Google moved up another 2.6 share points to 38% of all videos watched. The real telling statistic is that YouTube visitors watched an average of 50 videos each over the month. No one else comes close to this in the lead pack as Microsoft Sites comes in second with nearly 10 videos per user. More videos per user mean more ability and options to monetize over the session. In total videos watched, Fox Interactive came in second followed by Yahoo Sites, Viacom Digital and Microsoft Sites.

Another juicy bit in the report is that the average online video viewer watched 235 minutes of video. Wow. And with live video slowly taking off, this number will only continue to increase.

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.