New Video Ad Report Reveals 31 Percent Drop in Fraud Rate, Identifies 75 Percent as Viewable Completion Rate to Beat
By Sandy Drayton |
Data from Extreme Reach provides brands and agencies with updated, realistic benchmarks for gauging campaign success
Needham, MA – March 15, 2018 – Video advertising technology provider Extreme Reach today released its 2017 Video Advertising Benchmark Report, bringing brands and agencies fresh insights into performance trends and comparisons for judging campaign success.
The annual report examines trends in click-through, completion and viewability rates as well as bot traffic and time spent, with breakdowns according to purchase method (i.e., premium media vendor vs. media aggregator) and device used (i.e., desktop, mobile, tablet and connected television [CTV]).
Among the report’s key findings on top issues are:
“Ad industry transparency was a big theme for 2017,” stated Mary Vestewig, Senior Director, Video Account Management at Extreme Reach. “For advertisers, the ability to make comparisons against reliable numbers is particularly important when it comes to the fight against ad fraud. The continued decline in fraudulent activity we saw between last year and 2016 suggests that advertising tech vendors are listening.”
A full report can be found here.
In the coming year, Extreme Reach plans to explore data to reveal deeper insights on issues such as the impact that skipability and autoplay have on campaign performance.
About Extreme Reach
Extreme Reach offers the only enterprise technology designed distinctly to bring together the TV and video ad workflow and all aspects of Talent & Rights management in a single, easy-to-use cloud platform. One platform and one process make brand advertising easier, and analytics more insightful, with the assurance of rights compliance wherever ads play. Founded in 2008, Extreme Reach proudly serves the world’s biggest brands, agencies, post-production houses, all media destinations, and the talent community, altogether simplifying the process for every team that touches an ad campaign from start to finish. Headquartered in Needham, MA, Extreme Reach has offices in 19 cities worldwide.