Extreme Reach's quarterly report found that CTV's overall video completion rates (VCRs) climbed 98% in Q3 2021.
CTV has maintained its share of video ad impressions, with a 35% or higher share for the past five quarters and a 41% share spike in Q1 2021. CTV recorded a 35% share in video ad impressions in Q3.
Due to the engagement rate (ER), the overall impressions in Q3 surged to 128% compared to Q3 2020. According to Mary Vestewig of Extreme Reach, this could indicate that viewers' habits and advertisers' strategies may have reached a "new baseline".
Mobile apps with 25% had the second-largest share of impressions in Q3, followed by desktops (21%) and mobile web (17%). Further, with 53% of ad impressions, media aggregators have surpassed premium publishers. Also, the 30-second ad length impression reached an all-time high of 88%.
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