Extreme Reach Releases Full-Year 2017 Video Benchmarks

Sandy Drayton  | 

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:

  • Ad fraud is down: advertisers and their partners appear to be winning the fight against video ad fraud. Compared to 2016, filtered bot traffic is down 31 percent on average, and 40 percent for aggregated sites. The drop is likely the result of increased pressure for accountability from advertisers, as well as a corresponding increase in vigilance among ad tech vendors.
  • Mobile moves into the lead: the 2017 benchmarks suggest the days of video’s dominance on desktop PCs are behind us as mobile plays an increasingly important role. The average percentage of impressions served to mobile phones increased every quarter throughout 2017, while desktop impressions decreased over the same period. Year-over-year, mobile devices also gained a 25.9 percent greater share of impressions, while desktop dropped 8.6 percent.
  • Advertisers are focusing on attention over engagement: More advertisers shifted their focus in 2017 toward video ad completion and away from click through (CTR) as a video ad campaign goal. Declines in CTR (-14.7 percent overall, -35.7 percent for premium publishers) and increases in completion (up 7.7 percent overall and 14.1 percent for premium) are both signs that advertisers are likely focusing campaigns on sustained viewer attention instead of driving clicks away from the ad unit.

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.

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