Extreme Reach Releases Q4 and Full-Year 2018 Video Benchmarks
By Mary Vestewig |
TV viewers’ enthusiastic embrace of connected TV platforms is having a transformative effect on the entire video advertising ecosystem, according to our 2018 Video Benchmarks. Over the last few years, as consumer adoption of CTV has soared to about 190 million users, or the 57% of the population that has migrated from linear TV to devices like Roku and Apple TV and to ad-supported streaming services, advertisers have followed suit. And while eMarketer notes that CTV likely represents only a small piece of overall digital ad spending, those investments are having an outsize impact on advertisers’ ability to connect and engage with hard-to-reach audiences.
The Q4 and full-year 2018 Video Benchmark report looks at these and other emerging ad performance trends as indicated by 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 quarter’s numbers reveal? They underscore some of the biggest shifts and trends in advertising that gained force during 2018 including:
Visit Extreme Reach’s video benchmarks report to review complete findings for Q4 and the full year.