Viant Study Looks at Video Trends

Mar 17, 2016

Viant has released a new Video Insights Report: 2015 Year-In-Review, which analyzed thousands of campaigns and tens of billions of ads served through its Vindico ad serving platform in 2015 to provide insights into the state of the current video ad landscape. The report takes a look at the ways in which mobile devices, viewability rates, and other factors are re-shaping video ad strategies for major media, internet brands, exchanges, and networks.

The report found video ads served across OTT increased six-fold from 2014, almost surpassing tablets. After two years of intense scrutiny, viewability remains nearly unchanged and below the IAB's 70% threshold. However, digital properties for Major Media companies saw improvements for completion and viewability rates. CTR has fallen significantly. The metric experienced a substantial decline from 2014 to 2015.