2021 Q3 Video Benchmarks

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Stability Across Platforms

Video Completion Rates Take an Unexpected Turn

Media aggregators tend to have lower completion rates than premium publishers, but in a quarter when aggregators led premium publishers, the average VCR actually saw an increase.

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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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In Q3 CTV led other platforms at 35% share of impressions, the same percentage seen in three of the last five quarters.

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CTV for the Win

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Both mobile app and mobile web saw small increases in share of impressions in Q3. Mobile app, at 25%, took 2nd place behind CTV; desktop was 3rd, at 21%, and mobile web followed at 17%.

The volume of impressions served by Extreme Reach continues to grow, with a year over year increase of 128 percent in Q3. Still, the share of impressions by platform and media type remained steady and CTV continued to garner the largest share. Extreme Reach’s Video Benchmarks Report tracks campaigns served through our platform for a wide array of brands across multiple categories. Highlights from our video ad serving metrics provide insight into trends across media type and ad destination.

Mobile Makes Gains

30-Second Ads Maintain Dominance

In Q3, the 30-second ad returned to 88% share of impressions, which was an all time high in Q1. Despite an array of ad lengths to choose from, marketers continue to opt for the familiar 15- and 30-second length, with the latter getting the lion’s share of impressions.

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The Ups and Downs of Aggregators and Premium Publishers

Aggregators and premium publishers have been alternating as the leader in share of impressions over the last few quarters. In Q3, at 53%, media aggregators led premium publishers for the second consecutive quarter and the highest share aggregators have commanded since the start of 2016, when ER began publishing quarterly benchmark reports.