Media Aggregators Surpass Premium Publishers in Share of Video Impressions Served in Q4 2020, Shows Report from Extreme Reach
By Sandy Drayton |
CTV remains leader in share of impressions by device
New York, NY – February 24, 2021 – Extreme Reach (ER), the complete asset management solution for TV and video advertising, today released the findings of its Video Benchmarks Report with data from Q4 2020 and full year 2020. The report includes ad performance data for impressions served from its AdBridge™ platform to connected TV, desktop, and mobile devices.
Key findings include:
In addition to those key learnings, there are indications in the data of two emerging ‘micro-trends’ that ER will be watching in 2021:
“In a year unlike any other, we saw some trends stay the course, some reverse direction and some brand-new trends emerge,” said Mary Vestewig, Senior Director, Video Account Management at Extreme Reach. “Take ad lengths, for example. 30-seconds continued to be the preferred length for brands and agencies, even amidst the unexpected turns of 2020 and CTV remained the leader in impressions served by device. Outside of those larger trends, we’ll be keeping a keen eye on shifts we’re noticing that may indeed grow into a distinct trend: the potential rise of 6-second ads and a decline in completion rates that may persist. Marketers became more nimble in 2020 and it’s quite likely that we’ll see more of this trait in 2021 as brands look for ways to get the most out of their media mix.”
Extreme Reach’s 2020 Video Benchmark Report is based on the aggregate performance metrics for impressions served from AdBridge™, the company’s video-first asset management platform for marketing creative. The data tracks campaigns for a diverse set of brands across multiple categories. Access the full report 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 20 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.