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Despite Q2 Uptick, Connected TV’s Share of Video Impressions Are Lower Than 2019 Numbers

Fern Siegel

Connected TV’s share of video impressions ticked upwards to 40 percent in the second quarter, up from 37 percent in Q1, according to a new Extreme Reach report.

The numbers, however, were lower than 2019: 47 percent in Q4 2019, 51 percent in Q3 2019, and 50 percent in Q2 2019. One reason: mobile video is gaining momentum.

ER’s Video Benchmark Report noted 26 percent of video ad impressions by device were served in-app; 12 percent were served on the mobile web. However, the ad-completion rates in-app was 79 percent versus 64 percent in the mobile web.

“This may be connected to the increase in viewers accessing ad-supported video on demand (AVOD) platforms on mobile devices as multiple-occupancy households continue to split viewing across screens,” the report said.

COVID-19’s stay-at-home order has also caused a seismic shift in viewing.

On the ad front, 30-second spots reigned, representing a 79 percent share of impressions.

Noting the pandemic continues to drive volatility, Mary Vestewig, ER’s senior director, video account management, stated: “Shifts in viewing habits are certainly impacting how consumers are interacting with both content and ads across devices. As schools begin to reopen and online activities across all generations respond, we’ll be closely monitoring trends in our data.”

Photo credit: Glenn Carstens-Peters on Unsplash

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