Consumers Are Spending 19% More Time Watching Video Ads

Jul 27, 2017

Extreme Reach, a cloud technology platform for TV and video ad workflow, and talent and rights management, unveiled its Q2 2017 Benchmark Report. The quarterly numbers reveal a significant increase in consumer response to video advertising and also draw attention to an increasing advertiser focus on mobile.

The report, which compares video ad serving metrics from Q2 2016 to Q2 2017, finds evidence that advertisers are putting out better video content and consumers are responding in kind. Specifically, viewability, completion rates, and time spent metrics have all significantly increased from this time last year.

  • The average amount of time viewers spent watching video ads has increased across the board by 19%
  • Viewability has seen an overall increase of 20% over 2016
  • Completion rates are up by 20%, with a 36% increase for premium publishers since this time last year

In addition to the above data highlighting an industry wide improvement in video ad impact, Extreme Reach’s benchmarks report also found evidence that:

  • Changes in Click-through rate (CTR) demonstrate changing screen preferences. Media aggregators, which most commonly run the bulk of their impressions on desktop, experienced a 54% increase in CTR. Premium publishers, which are running more impressions on mobile/tablet and Connected TV, saw a 37% decrease in CTR over the past year.
  • Vendors are being held more accountable for bad inventory. General Invalid Traffic (GIVT) is down by 33% since Q2 2016.
  • Mobile is on the rise. Small Video Players, which are defined as less than 400x300 in pixels, saw a jump in usage. These players are most popular for mobile impressions.
  • In-banner video ads are on the decline. There was a 17% drop in video in-banner ads over the last year.

This is the inaugural public release of Extreme Reach’s Quarterly Benchmark Report based on the company’s 3rd party video ad serving data, which is MRC accredited for Viewability. It is conducted with the goal of providing visibility into changes in video advertising usage and metrics.