Extreme Reach: Q4 2018 Video Benchmarks

Share of impressions by length in 2018 according to Extreme Reach:
1) 30s — 54%
2)
15s — 42%
3)
6s — 2%
4)
Other — 2%


Share of impressions for 6s:
1) 2017-Q1–0.04%
2)
2017-Q2–2%
3)
2017-Q3–3%
4)
2017-Q4–5%
5)
2018-Q1–3%
6)
2018-Q2–1%
7)
2018-Q3–2%
8) 2018-Q4–1%


Share of impressions by device in 2018 (YoY change):
1)
Connected TV — 38% (↑ 22%)
2) Mobile — 30% (↓ 4%)
3) Desktop — 21% (↓ 11%)
4) Tablet — 8% (↓ 7%)
5) Other — 3% (↑ 0%)


Completion rate by device in 2018:
1)
Connected TV — 95%
2)
Tablet — 83%
3)
Desktop — 75%
4)
Mobile — 75%


More #1: The six-second ad: short and sweet needs simple storytelling

More #2: Do Six Second Ads Really Work?

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