Video Ads on Connected TV and Premium Publisher Properties Have Best Performance, Reveals Extreme Reach Q2 Report
By Sandy Drayton |
Quarterly analysis of digital advertising benchmarks reveals trends driven by increased cord-cutting, demands for trust and brand safety
Needham, MA – August 1, 2018 – Video advertising technology provider Extreme Reach today released its Q2 2018 Video Advertising Benchmarks Report, offering brands and agencies up-to-date insights based on key performance metrics.
This most recent analysis of data on click-through, completion and viewability rates as well as bot traffic and time spent by device used (i.e., desktop, mobile, tablet and connected television [CTV]), showcases the growing opportunity of advertising on CTV/OTT (over the top) platforms. Additionally, examining breakdowns of success factors according to purchase method (i.e., premium publisher vs. media aggregator), Extreme Reach projects that brands will continue to invest in premium inventory, which drives higher viewability and completion rates while providing more assurance of brand safety.
Among the report’s key findings are:
“Just when we think we’ve reached the stability that comes with maturation, the rapidly-evolving digital landscape brings us more exciting developments. This quarter, reveals the amazing opportunity in CTV,” stated Mary Vestewig, Senior Director, Video Account Management at Extreme Reach. “CTV is clearly on the path to becoming the dominant platform for media consumption, and premium inventory is the most sure-fire audience draw. Soon, I’m sure we’ll see more moves like Roku’s new ad marketplace, as these platforms prove a viable means of reaching audiences now fragmented across linear and OTT TV.”
The full report can be found here.
For the next quarterly benchmark report, Extreme Reach will continue to monitor trends and insights in order to provide agencies and brands with the video advertising metrics that matter.
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.