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Six-Second Video Ads Explode In Popularity

Six-second ad impressions grew 300% over the past year.

Share of total digital ad impressions for 6s:
1)
Q1–2017–0.04%
2)
Q1–2018–3.00%

Share of impressions by length in Q1–2018:
1)
15s — 48%
2)
30s — 46%
3)
6s — 3%
4)
Other — 3%

Share of impressions by device in Q1–2018:
1)
Mobile — 33%
2)
Connected TV — 31%
3)
Desktop — 24%
4)
Tablet — 11%
5)
Other — 1%

Completion rate by device in Q1–2018:
1)
Connected TV — 95%
2)
Tablet — 80%
3)
Mobile — 74%
4) Desktop — 72%

Quote from Mary Vestewig — Senior Director of Video Account Management @ Extreme Reach:
“The way consumers interact with media is almost completely different than it was just a few short years ago. As ‘lean back’ is supplanted by ‘on-the-go,’ brands are learning quickly that their campaigns must also adapt — and that means more video,”

Read the entire report from Extreme Reach.

More #1: Is the 1-minute commercial break the future of TV?

More #2: Snapchat starts showing six-second ads that viewers can’t skip

More #3: Price For TV Networks With Fewer Ads? A Modest 7% Premium

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