Connected TV (CTV) continues to dominate video advertising, reveals the latest Video Benchmarks Report from asset management solution provider Extreme Reach (ER).
In Q3 2019, CTV maintained its steady growth, accounting for 51 per cent of all video ad impressions served by ER’s AdBridge platform, continuing the climb from 49 per cent in Q1 and 50 per cent in Q2. The report also shows that premium publishers continue to attract the lion’s share of impressions across all advertising categories and that the dominance of 30-second ads signals the proven power of a long-time favourite to tell a richer story that resonates.
Across all video ads served, ER reports stable metrics quarter over quarter. This absence of wild swings indicates the industry is settling into its new, CTV-based reality. The quarterly report, based on the latest aggregate performance metrics from AdBridge, tracks campaigns for a diverse set of brands across multiple categories. It provides an industry-wide snapshot that identifies emerging ad performance trends as indicated by viewer click-through and video ad completion rates as well as invalid traffic and time spent. Breakdowns related to these numbers based on media destination (premium publisher vs. media aggregator) and device (desktop, mobile, tablet and CTV) are also covered.
Prevailing trends include:
“It’s interesting to see just how much has changed in the past year, and it’s all been driven by consumers’ embrace of CTV as a new and better viewing experience,” said Mary Vestewig, ER’s Senior Director, Video Account Management. “As we head into 2020, we don’t expect to see major swings in our metrics. But as more AVoD players emerge and the streaming wars heat up, it’s best for brands and their agencies to remain nimble in the ever-changing video advertising ecosystem.”