Impact of COVID-19 on Video Advertising Performance and Media Consumption Extended into Q2 2020, Shows Report from Extreme Reach
By Sandy Drayton |
Latest video benchmarks show share of impressions on mobile, desktop remain strong, suggesting multi-occupant households continue to split viewing across devices.
NEW YORK, NY — August 19, 2020 — As the pandemic continues, so does its impact on the video advertising ecosystem, shows the latest Video Benchmarks Report from Extreme Reach (ER), the complete asset management solution for TV and video ads. Following a distinct drop in Q1, the share of video impressions served to connected TV (CTV) platforms rose to 40 percent in Q2, according to aggregate metrics from ER’s AdBridge™ platform. This increase brings the proportion of impressions closer to the range observed throughout 2019.
Other findings in the Q2 report, which reflects video advertising performance metrics for April through June, include:
The data shows that 26 percent of video ad impressions by device were served in-app, while 12 percent were served to mobile web. Though trends cannot be determined without a comparison to previous quarters, the completion rate of ads in-app is notably higher, at 79 percent, than the rate of 64 percent on 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.
“While the extent of the long-term effect that COVID-19 will have on the media and advertising ecosystems cannot yet be fully understood, the fact the pandemic continues to drive volatility is unquestionable,” said Mary Vestewig, ER’s Senior Director, Video Account Management. “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.”
Extreme Reach’s Q2 2020 Video Benchmark Report is based on the aggregate performance metrics from AdBridge™, which tracks campaigns for a diverse set of brands across multiple categories. The full report, which provides an industry-wide snapshot and identifies trends across performance metrics such as video ad completion and general invalid traffic rates as well as breakdowns by media destination (premium publisher vs. media aggregator) and device (desktop, mobile, mobile app, tablet, and CTV), is available for download here.
About Extreme Reach:
Extreme Reach (ER) has revolutionized the way marketers and their agencies control the deployment of creative assets and how the media sources those ads to execute campaigns across the complex media landscape. The company’s creative asset management platform, AdBridge™, is built upon a decade of innovation—seamlessly integrating video ad serving, linear TV distribution, OTT/CTV delivery and Talent & Rights management.
With over 13 million ad creative assets in its care, every path to any screen is built right inside with over 750 team members ensuring customer success. ER connects the buy and sell sides of the advertising ecosystem for the new way creative gets everywhere.