• Research: CTV Ad Impressions Continue to Gain Share

    Extreme Reach has released its Q2 ’18 Video Advertising Benchmarks report, further supporting the rise of connected TV viewing. In the quarter, CTV accounted for 38% of ad impressions, more than double their share of 18% in Q2 ’17. Mobile followed with a 30% share, down slightly from a 33% share in Q2 ’17. Desktop and table both slumped further, with the former dropping from 35% to 23% and the latter dropping from 15% to 9%.

    No surprise, CTV also had the highest completion rate at 94%, vs. 83% for tablet and 75% for both mobile and desktop.

    Average completion rates across all devices reached 83%, a new high, and up from 73% a year ago. Premium content had a 92% completion rate, compared to media aggregators which had a 67% completion rate. 30-second ads had an 86% completion rate, compared to 82% for 6-second ads and 79% for 15-seconds ads.

    CTV gains reflect the broader adoption of CTVs, the increased usage of them and the proliferation of ad-supported apps in CTV (including skinny bundles) that are gaining more viewing time vs. ad-free SVOD services.

    Viewability also hit a new high of 67% across all devices, up from 61% a year ago and 62% in Q1 ’18. Premium content had an 86% view ability rate compared to 61% for media aggregators.

    The report’s data is drawn from video ads served from the Extreme Reach platform. The full report can be downloaded here.

     
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