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State of the Screens

Six-Second Video Ads Explode In Popularity

By May 29, 2018No Comments

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

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.