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State of the Screens

Extreme Reach: 2019-Q3 Video Benchmarks

By November 27, 2019No Comments

Share of impressions by length in 2019-Q3 according to Extreme Reach:
1) 30s – 66%
2) 
15s – 32%
3) 
60s – 1%
4) 
6s – 1%

Share of impressions for 6s:
1) 2017-Q1 – 0.04%
2) 
2017-Q2 – 2%
3) 
2017-Q3 – 3%
4) 
2017-Q4 – 5%
5) 
2018-Q1 – 3%
6) 
2018-Q2 – 1%
7) 
2018-Q3 – 2%
8) 2018-Q4 – 1%
9) 2019-Q1 – <1%
10) 2019-Q2 – 1%
11) 2019-Q3 – 1%

Share of impressions by device (YoY share change):
1) 
Connected TV – 51% (↑ 13%)
2) Mobile – 26% (↓ 5%)
3) Desktop – 15% (↓ 6%)
4) Tablet – 5% (↓ 4%)
5) Other – 3% (↑ 2%)

Completion rate by device:
1) 
Connected TV – 96%
2) 
Tablet – 88%
3) 
Desktop –  80%
4) 
Mobile – 80%

Average view time by length:
1) 30s  – 26s (87%)
2) 15s  – 12s (80%)

More #1: Growth in Video Is Pushing Digital Ad Spend to Record High

More #2: 30s Now Represent Two-Thirds Of Digital Video Ads Served

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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