This is because consumers are moving to on-demand devices for media consumption.
A study conducted by Extreme Reach found that connected TV (CTV) is responsible for nearly half (49%) of all video ad impressions. The report also found that CTV ad impressions have gone up by 60% in Q1 as compared to a year earlier.
The study revealed that the share of video ad impressions from mobile devices has gone down to 25%. This figure, lowest in two years, also highlights that the growth in video ad impressions through CTV is at the expense of impressions from mobile devices.
The article also notes that 69% of all video ads in Q1 were 30-second spots. Until Q4, 15 seconds was the most common ad length.
[3 minute read]