Connected TV doubles ad impression volume | Media Analysis | Business | News | Rapid TV News
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Connected television (CTV) platforms are making a transformative impact on the advertising industry, according to Extreme Reach’s Video Advertising Benchmarks report.
extremereach 23Feb2019
The report, based on metrics from the company's platform, AdBridge, shows that advertisers' ability to reach and engage audiences is being affected by solid migration of media consumption from linear TV to connected devices like Roku and Apple TV, as well as to ad-supported streaming services such as Hulu, are enhancing

This most recent analysis of data on click-through, completion and viewability rates for video ads served on desktop, mobile, tablet and CTV, shows that CTV has not only overtaken other devices in the quantity of impressions served, but is also leading in performance metrics as well.

While mobile dominated video ad impressions in 2017, peaking with a 39% share in Q4, CTV has gained every quarter since. In Q4 2017, just 16% of impressions were served to CTV. By year-end 2018, that number had increased by 193%, accounting for 44% of impressions in Q4 2018.

Desktop and tablet devices meanwhile have continued the downward trend for overall impressions served in every quarter since Q1 2016. Extreme Reach's video benchmark metrics show declines from Q4 2017 to Q4 2018 of 36% and 54%, respectively, for desktop and tablets.

As viewers turn increasingly to CTV, premium publishers are moving there too. In Q4 2018, these publishers ran more than half of their impressions on CTV platforms, an increase of 154% from the 21% that ran on CTV in Q4 2017. The report also found that CTV is having a halo effect on other areas, including increased ad length, lower rates of General Invalid Traffic and higher video completion rates for premium publishers.

While the first two quarters of 2018 made six-second ads appear to be the wave of the future, the declines in mobile and desktop consumption drove a 78% decrease in impressions for six-second spots from Q4 2017 to Q4 2018. Instead, as first noted in Q3, the rise in CTV is driving the resurgence of longer ads, with 30-second spots increasing their proportion of impressions and more than doubling from Q4 2017 (28%) to Q4 2018 (58%). 15-second spots, which held the majority of impressions throughout 2017, also declined by 43% from Q4 2017 to Q4 2018.

With 30-second ads taking the lion's share of impressions, the average time spent with video ads has increased by 35.3%, from a low of 17-seconds in Q4 2017 to 23-seconds in Q4 2018.

Based on these findings, the Extreme Reach report projects that more major media companies will enter the competitive CTV market via new launches, partnerships and acquisitions and that 30-second ads will continue to grow in share of impressions, perhaps fuelling a rise of even longer ads.

"It's astonishing how quickly the video advertising landscape has moved from a mobile to an OTT focus, and almost entirely driven by the changing habits of consumers," said Mary Vestewig, senior director, Video Account Management at Extreme Reach. "After such dramatic changes throughout 2018, it's difficult to predict just how much more transformation connected platforms will catalyse this year, but all signs point to the changes having an overall positive impact for audiences and advertisers alike."