• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Advertising

New report: CTV emerges as top platform for video advertisers, completion rates continue to improve

Extreme Reach's video benchmark report also shows that viewability rates continue to rise.

Robin Kurzer on August 1, 2018 at 9:03 am
  • More

Internet connected television continues to be a fertile place to advertise, according to a new report released Wednesday by Extreme Reach.

Extreme Reach’s Video Benchmarks Report is based on billions of video ad impressions served through its platform in the second quarter of 2018 across multiple devices.

With an 111 percent increase in impressions served over second quarter last year, connected TV (CTV) emerged as the top platform for video advertisers for the first time. Thirty-eight percent of all impressions took place on CTV, edging out mobile’s 30 percent, down from 33 percent from Q1 of this year.

The report concludes that much of the increase was driven by cord-cutting consumers who have turned to platforms like Roku, and services like Netflix and Hulu in lieu of cable.

There’s also good news for advertisers who prize video completion rates (VCR) over click-through rates (CTR) as their leading KPI. Average viewability rates (across media type/purchase method/ad length) rose to 67 percent from 62 percent in Q2, and the proportion of impressions that were both viewable and completed was steady at 76 percent.

Not surprisingly, premium video inventory led every category. Premium video is defined by Extreme Reach as media purchased directly from web publishers, rather than through an exchange, network, demand-side platform (DSP) or other third party. Ninety-two percent of premium ads played in full — 16 percent higher than Q2 of last year — while the rate for aggregators slightly decreased. CTV showed a staggering 97 percent completion rate across premium inventory.

Mary Vestewig, senior director, account management at Extreme Reach, told me that “what stands out in our Q2 report is the increasing strength of the metrics we are seeing around CTV/OTT [over the top television].”

“Video completion rates have been strong in previous quarters which is the result, I believe, of two factors: Viewers tend to be committed to the content they choose to watch and they don’t have an option to skip the ads,” Vestewig said. “What shifted in Q2 vs Q1 and earlier quarters, is that video impressions served on CTV overtook those served on mobile (smartphones) for the first time.”

The report notes that in-banner video rates have been in decline over the past five quarters and that the trend is expected to continue.

From the report:

The in-banner video rate has been declining over the past two years, likely because it is a format used a lot when demand for video ads outpaces supply. With the growth of video content and the ad inventory that accompanies it, in-banner video should continue to decline. In Q1 2018, the rate for premium sites held steady at 5% and declined slightly for media aggregators.

Desktop is the one device that saw a decline in CTR from Q1 to Q2, with just 23 percent of impressions.

GIVT continues to drop

In its 2017 Video Advertising Benchmark Report, Extreme Reach found that compared to 2016, filtered bot traffic (general invalid traffic, or GIVT) was down 31 percent on average and 40 percent for aggregators, a drop it attributed directly to “increased pressure for better accountability from advertisers, as well as a corresponding increase in vigilance among ad tech vendors.”

After reaching a low in this year’s first quarter, the filtered rate for GIVT returned to levels that are more consistent with the past several quarters — but still lower than last year. GIVT among aggregators is higher (8.94 percent) than on premium publisher sites (2.66 percent). Outlier activity by high-frequency posters continues to be cited as the most popular reason for GIVT, but invalid browsers caused GIVT for premium publishers.



About The Author

Robin Kurzer
Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.

Related Topics

Channel: Martech: AdvertisingDisplay Advertising & MartechDisplay Advertising: Ad FraudMarketing AutomationMarketing StacksMarketing ToolsProgrammatic Advertising & Media Buying

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • 6 Powerful Ways Experience Analytics Can Help Your Business Now
  • Email Tune-Up: A 5-Point Inspection to Get Your Program in Gear
  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
See More Whitepapers

Webinars

  • The Secret Behind SEO Success: Predict Rank with the Power of Data Science
  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Receive daily martech news and analysis.
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok