Share of impressions by length (YoY share change) according to Extreme Reach:
1) 30s – 77% (↑ 8%)
2) 15s – 22% (↓ 6%)
3) 60s – 1% (↓ 1%)
4) 6s – < 1% (↓ 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%
12) 2019-Q4 – 1%
13) 2020-Q1 – < 1%
Share of impressions by device (YoY share change):
1) Connected TV – 37% (↓ 12%)
2) Mobile – 33% (↑ 8%)
3) Desktop – 23% (↑ 6%)
4) Tablet – 5% (↓ 2%)
5) Other – 2% (↓ 0%)
Wow: This was the first share drop for CTV since 2018!
Big question: What impact did COVID-19 have on the CTV share drop?
Quick answer: Unclear. February/March was lower than January, but January was 7% lower than December.
Share of impressions for CTV by month:
1) Oct-19 – 46%
2) Nov-19 – 46%
3) Dec-19 – 48%
4) Jan-20 – 41%
5) Feb-20 – 35%
6) Mar-20 – 36%
Completion rate by device:
1) Connected TV – 97%
2) Tablet – 89%
3) Mobile – 78%
4) Desktop – 74%
Average view time by length:
1) 30s – 26s (87%)
2) 15s – 13s (87%)
