Huge growth in connected TV ad requests over 2018 | Ad Tech | News | Rapid TV News
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Data from independent video supply monetisation company Beachfront has revealed enormous connected TV (CTV) ad request growth across desktop and mobile devices, rising 1,640% in the year to November 2018.
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Beachfront says that what makes these figures more impressive is the fact that last year’s numbers also showed CTV advertising surging. In all, there were 1.718 billion connected TV ad requests in November 2017 and in the space of twelve months that number rocketed up to almost 30 billion.

In terms of individual connected devices, Roku led the pack, accounting for more than 87% of ad requests on connected TV in November 2018. Once a distant fourth, Amazon’s Fire TV has now charged up to second overall in terms of requests, continuing the company’s rapid expansion into advertising. LG had the third-most in November, followed by Samsung TV, Vizio and Chromecast. Fire TV’s rapid rise in terms of adoption from consumers coming from a distinct integration with Amazon’s Prime service is how Beachfront attributes the reason for Fire TV climbing the ad rankings so quickly.

The study also found that on average, completion rates (VCR) remained high for connected TV video at more than 90%. However, Beachfront cautioned that it was worth noting that VCR also tends to be higher for premium apps (more than 95%) and lower for long-tail content (85%). With long-tail content growing on CTV, it makes sense that it would push average VCR rates down in the process.

“This sort of sharp incline for growth is the latest sign that ad-supported premium video content will continue to play a major role for publishers as they look to modernise their streaming content approach toward greater profitability,” said Frank Sinton, founder and president of Beachfront. “These findings further prove connected TV can’t be viewed as an extension of digital spend, or reused linear TV advertising.”

“Connected devices will only continue to permeate the market and as data-centric players like Google and Amazon keep investing further, that creates a more relevant and successful ad experience for consumers,” added Beachfront CEO Chris Macarro.