2021 Q2
Video Benchmarks
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What does the first half of 2021 show us?
Aggregators Back On Top
Premium publishers took the lead over aggregators in Q1 but in Q2 they exchanged places. Aggregators’ 51% share of impressions marks an 11% increase since last quarter and an increase of 46% over Q2 2020.
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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 platforms and media type.
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While video completion rates overall trended down in Q2, CTV retained its strength with an impressive 96% completion rate.
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What platform leads in completion rates?
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At 35%, CTV continues to lead other platforms and for the last year has remained in the range of 35% to 41% of impressions served by ER.
30-Second Ads Are Dominant
Despite many options, marketers show a distinct preference for 15- and 30-second ads, with 30s taking the lion’s share of impressions served by ER. Will shorter ads re-emerge? Will 60-second spots make a comeback? We’re keeping an eye on this every quarter.
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The main theme that emerges from Q2 data is consistency in media mix. However, the sheer volume of impressions served to the industry’s darling —CTV— continues to rise rapidly with a 3x increase over Q2 2020.
Extreme Reach’s Video Benchmarks Report tracks campaigns served through AdBridge™ for a wide array of brands across multiple categories. Take a look at some highlights from our video ad serving metrics to see how Q2 compares to the previous four quarters.
CTV Maintains Its Lead Over Other Platforms
30-Second Ads Are Dominant
Despite many options, marketers show a distinct preference for 15- and 30-second ads, with 30s taking the lion’s share of impressions served by ER. Will shorter ads re-emerge? Will 60-second spots make a comeback? We’re keeping an eye on this every quarter.
Great choice! We hope you enjoy this latest benchmark report. Thanks for your interest.
High frequency traffic remains the largest contributor to General Invalid Traffic.
High frequency traffic remains the largest contributor to General Invalid Traffic.