2017 was yet another big year for video advertising. eMarketer estimates that US marketers spent record sums on the format last year, with total outlays expected to surpass $13 billion dollars and a year-over-year growth rate of more than 23 percent. As spending continues to grow, advertisers rightly wonder how their video campaigns are performing. Are their ads proving impactful with consumers? What devices are viewers using to watch? And have advertisers’ technology partners taken the right steps to address important issues like non-human traffic and viewability?
It’s these same questions that come to mind as we publish our video benchmarks for Q4 and full year 2017. The report takes a closer look at video advertising performance data shaping the industry, including such metrics as viewer click-through, completion and viewability rates, as well as bot traffic and time spent. It also provides breakdowns related to these numbers based on advertiser purchase method (i.e., premium media vendor vs. media aggregator) and targeted device (i.e., desktop, mobile, tablet and connected television [CTV]). What do this year’s numbers reveal? Here are some of the biggest trends from 2017:
Want to take a closer look at this past year’s full results? Click here for the full report. The images we’ve chosen are a salute to women everywhere in celebration of National Women’s History Month.