CTT and OTV are driving ad viewability rates up to 92%, study uncovers

Viewers seem to be watching more ads on CTV and OTT devices, an Extreme Reach study reveals.

Video completion rates have hit 92% for those who watch content via OTT and connected TV, a study from Extreme Reach revealed.

In a recent analysis of data on click-through, completion and viewability rates as well as bot traffic and time spent by device used (ie, desktop, mobile, tablet and CTV), results showcased what may be a growing opportunity of advertising on CTV/OTT (over the top) platforms.

Premium publishers especially have outperformed media aggregators through this research. That 92% marked a 16% increase year-on-year from Q2 2017, as well as 37% more than those who receive ads through aggregators. Video completion rates have increased across platforms as well, with CTV showing a 97% completion rate across premium inventory.

CTV viewership has also overtaken mobile viewership for the first time, as cord-cutting has increased and matured. Year on year, Extreme Reach found a 111% increase in ad viewing on CTV, with 38% of all video impressions coming from that platform, as opposed to just 30% from mobile.

One thing to note: desktop and tablet viewership has declined as a result, with 23% and 9% of impressions, respectively. Six-second ads have been found effective, with over 82% viewer completion rates, up 11% from last quarter.

Mary Vestewig, senior director of video account management at Extreme Reach said in a statement: "Just when we think we've reached the stability that comes with maturation, the rapidly-evolving digital landscape brings us more exciting developments. This quarter reveals the amazing opportunity in CTV.

“CTV is clearly on the path to becoming the dominant platform for media consumption, and premium inventory is the most sure-fire audience draw. Soon, I'm sure we'll see more moves like Roku's new ad marketplace, as these platforms prove a viable means of reaching audiences now fragmented across linear and OTT TV."

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