2020 Q2
Video Benchmarks
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The impact of COVID-19
on video advertising performance and
media consumption extended into Q2.
Media Aggregators Rise
The percent of impressions served through premium publishers fell to 65% in Q2, its lowest point since Q3 2018. Inversely, the share of impressions served via media aggregators increased from 22% in Q1 to 35% in Q2, a rise of 59%. This suggests that as some advertisers reduced marketing budgets in response to the softened economy, more of the inventory that was previously available only through premium vendors became available on exchanges.
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Our full report provides additional performance metrics for the aggregate of all brands serving ads through AdBridge, including video completion rates, average time spent by ad length and rates for general invalid traffic across devices and media type.
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Impressions served to mobile in-app and mobile web are now each reported separately. Tablet impressions are now sorted into one of those categories.
Mobile In-App Ads Saw Higher Impressions and Better Completion Rates Than Ads On Mobile Web
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We're happy to share our Q2 Video Benchmark Report that provides a look at how new viewing habits have impacted the way consumers interact with both content and ads across devices.
New In This Report
Thanks for your interest!
We're happy to share our Q2 Video Benchmark Report that provides a look at how new viewing habits have impacted the way consumers interact with both content and ads across devices.
Thanks for your interest!
Impressions served to CTV in Q2 moved back toward pre-pandemic levels after declining in Q1, while mobile and desktop remained strong. The data suggest that multi-occupant households continued to split viewing across devices in the “new normal” with greater numbers working and studying from home.
30-second Ads Remain Dominant with 79% Share of Impressions
30-second ads increased for the fourth consecutive quarter, reaching an all-time high of 79% of all impressions measured, a 3% increase over Q1. 15-second ads declined 9% from Q1 to Q2 and 40% from Q2 2019.
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26% of video ad impressions by device were served in-app in Q2, while 12% were served to mobile web.
Though trends cannot be determined without a comparison to previous quarters, the completion rate of ads in-app is notably higher, at 79%, than the rate of 64% on mobile web.
Extreme Reach’s Video Benchmark Report tracks campaigns for a diverse set of brands across multiple categories served through AdBridge™. Take a look at highlights of our ad serving metrics and how Q2 stacks up against the previous four quarters.
Shifting Share of Impressions
30-second Ads Remain Dominant with 79% Share of Impressions
30-second ads increased for the fourth consecutive quarter, reaching an all-time high of 79% of all impressions measured, a 3% increase over Q1. 15-second ads declined 9% from Q1 to Q2 and 40% from Q2 2019.