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
