CTV Leads All Other Platforms
Three-quarters of the way through 2021, we’re seeing only minor shifts in the share of impressions across the major destination types, signaling that viewer habits and advertiser strategies may be reaching a new baseline.
At ER, we’ve seen tremendous growth in the volume of impressions served — a year over year increase of 128 percent in Q3 — yet the share of impressions by platform and media type remained steady, with CTV continuing to garner the largest share.
Key insights of the report include:
Connected TV accounted for 35% of total ad impressions for the second straight quarter, and for the third time in the past four quarters.
Mobile app, at 25%, accounted for the second largest share of impressions followed by desktop at 21% and mobile web at 17%.
Media aggregators and premium publishers have been alternating as the leader in share of impressions over the last few quarters. At 53% in Q3, media aggregators led premium publishers for the second consecutive quarter, and the highest share aggregators have commanded since the start of 2016 when ER began publishing quarterly benchmark reports.
Video completion rates remained steady, and the overall average completion rate was up 1% from the previous quarter, despite a greater percentage of media going to aggregators, which historically have seen lower completion rates.
Extreme Reach acquired Adstream in June 2021 and stands today as the only global activation platform that integrates execution across all forms of TV — traditional and digital. Look out for global TV and video ad serving trends from ER in 2022.