Category: Standards

Video Ad Distribution, by Length, Q3 2018 - Q3 2019

2 Points on Video Ad Length

Although advertisers were planning to spend more on newer video ad formats like 6-second ads in 2019, the tried and true 30-second format appears to still prevail, according to a recent video benchmark report from Extreme Reach. 8 of the 10 Funniest Ads of 2019 were 30 seconds in length, with the remaining 2 coming in at a length of 15 seconds. Read More:

Global Streaming Video Ad Quality in Q3 2019

Nearly 40% of Global Streaming Video Ads Failed in Q3 2019

Case in point: on average, 39.6% of video ads failed in Q3, leaving video ad quality something to be desired and still out of reach. The quality of streaming video is better than that of video ads, with an overall video start failure rate of just 0.78%. More than one year ago, research found 7 in 10 video streaming service providers believing that streaming video quality would match traditional TV within one year, with 35% of them saying it had already met or exceeded the quality of traditional TV. As Conviva’s data shows, streaming video quality is high and improving, though ads still have room to improve. Read More:

* Premium Video Ads in the US

Audience Targeted Premium Video Ad Views Are on the Rise

Video Views and Ad Views Up. Total video ad views in the US continued to climb in Q2, up by 27% y-o-y, with premium video views also seeing double-digit growth in the same period. Half of all ad views on CTV were during the full-episode format, with live accounting for another 47%. While 81% of premium video ad views were booked through direct deals during Q2, the number of video ad views served via programmatic channels grew twice as fast. Read More: