Ads on Connected TVs More Attractive, Study Finds

Commercials shown in programming delivered by connected TVs are becoming more attractive, according to a new report from Extreme Reach.

Extreme Reach’s 3Q Video Advertising Benchmarks Report said that impressions delivered in digital videos over connected TV rose 170% year over year. Connected TV share of the ads served rose 38%, compared to 31% for mobile and 21% for desktop. Tablets, once popular, accounted for just 9% of impressions.

Extreme Reach found that completion rates for commercials on connected TVs rose slightly to 95% from a year ago.

The completion rate for connected TV ad is 27% higher than for desktops and 32% higher than with mobile.

Ads in premium content exceeded ads running with media aggregators by 32%. The rate in premium content was 90%, up 29% from a year ago, In aggregators, the rate was 68%, up 8%.

The report found that 30-second spots grew in popularity, with their share rising 102% from a year, while the prevalence of 15% spots was down 38%.

“The CTV opportunity is one that advertisers are increasingly leveraging, and the impact that’s having on ad length, while unexpected, makes complete sense,” said Mary Vestewig, senior director, video account management at Extreme Reach. “I expect we’ll see even more exciting changes driven by CTV as consumer adoption grows and technology for targeting and measurement evolve.”

Based on these findings, Extreme Reach projects:

  • CTV will take an increasingly large share of advertising budgets as adoption increases and targeting capabilities improve
  • Brands will continue to opt to pay higher rates for the viewability and brand safety assurances that come with premium inventory.
  • The number of 30-second ads will increase at a pace similar to the increase in CTV impressions
  • The availability of more large-screen mobile devices will render tablets insignificant to advertisers in the near future

The report is based on metrics from Extreme Reach’s third-party video ad server.

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.