Extreme Reach has released their reports for the 4th quarter of 2018 and the full annual report, “Video Advertising Benchmarks,” which emphasizes the transformative impact of the connected TV (CTV) advertising industry.
Report based on indicators platform AdBridge and, in particular, its own ad server, is conclusive proof that the migration of media consumption from linear TV to connected devices like Roku and Apple TV, and streaming services with ads, like Hulu, expand opportunities for advertisers to reach and attract audiences.
Recent analysis of data on clicks, levels of completeness, and views of video ads shown on PCs, mobile devices, tablet and CTV, shows that CTV not only surpassed other devices impressions but leads in the metrics of performance.
Despite the fact that in 2017 shows video advertising was dominated by mobile devices, reaching a peak with a share of 39% in the 4th quarter, CTV has since been growing each quarter. In the 4th quarter of 2017 at CTV only had 16% of impressions by the end of 2018, this figure increased by 193% to 4 quarter of 2018 44% of impressions.
PCs and tablets continue to trend to the decrease in the total number of impressions, which is fixed in each quarter since the 1st quarter of 2016. Standard videometric from Extreme Reach shows a decrease from the 4th quarter of 2017 4th quarter of 2018, respectively, 36% and 54% for PCs and tablets.
Because viewers are increasingly turning to connected TV, premium publishers are also moving there. In the 4th quarter of 2018, they have placed more than half of their impressions on the platforms of CTV, an increase of 154% compared with 21% shown on CTV in the 4th quarter of 2017. CTV is having a halo effect to other areas including increasing the duration of the advertisement, lower levels of invalid traffic and higher rates of completion of video shows and premium publishers.
And although during the first two quarters of 2018, it seemed that 6-second commercials will be the future trend of reduced consumption on mobile devices and PCs has led to a reduction in the number of screenings 6-second commercials by 78% in the period from Q4 2017 to Q4 2018. In contrast, first noted in the 3rd quarter, the growth of CTV promotes the revival of the longer commercials: 30 second spots have been increasing their share of impressions and more than doubled from the 4th quarter of 2017 (28%) and Q4 2018 (58%). 15-second commercials, which accounted for most of the shows for 2017, also decreased by 43% from the 4th quarter of 2017 to Q4 2018.
For advertisers bought directly CTV, provides a safe brand environment that remains relatively insulated from high frequency/abnormal values and activity of the bots found in other digital channels. Indicators of the completeness of the video on CTV also very high, which shows the commitment of the audience to the content they chose to view, and that they are usually not able to skip the ads.
As a 30-second advertising takes the lion’s share of impressions, average time spent on video advertising increased by 35.3 percent with a low of 17 seconds in the 4th quarter of 2017 to 23 seconds in the 4th quarter of 2018.
Based on these findings, Extreme Reach predicts that more large companies will be released in a competitive market CTV with new launches, partnerships and acquisitions, and that 30-second ads will continue to grow in share of impressions, perhaps fueling the growth of even more long-lasting advertising.
“It’s amazing how quickly the landscape of video advertising has moved from mobile phone to focus on OTT and he is almost entirely due to the changing habits of consumers,” said Mary Vestervig, senior Director at Extreme Reach, — “After such drastic changes for 2018 it is difficult to predict how much the transformation connected platforms affect the changes this year, but all signs point to the fact that the changes will have an overall positive impact on the audience and advertisers”.
SOURCE: Broadband TV News
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