As the streaming wars heat up, advertisers continue to increase their investment in Connected TV (CTV), which hit 51% of overall video impressions served by Extreme Reach in Q3, up from 50% in Q2.
The lack of major swings in trends reflects that the ecosystem is settling into the new normal of a CTV dominated landscape. This has impacted other metrics. 30-second ads are very strong and Extreme Reach sees a clear dominance of ads served to Premium Publishers over media aggregators.
Extreme Reach provides a comprehensive report on the latest performance metrics for video ads in its quarterly reports. Results cover impression rates, viewability rates, click-through rates (CTR), video completion rates (VCR), invalid traffic, and time spent, as well as details on media destination (premium publisher vs. media aggregator) and device (desktop, mobile, tablet and connected television). This quarter’s results also include new metrics on the influential direct-to-consumer and auto categories.