:30s Now Represent Two-Thirds Of Digital Video Ads Served

For all the buzz surrounding shorter-length formats -- especially the six-second unit -- :30s dominate the share of digital video ad impressions served and appear to be trending upward.

That's one of the top findings of the latest quarterly edition of Extreme Reach's Video Benchmark Report, which shows that the :30's share has grown from about a third of all impressions served in the first quarter of 2016 to about two-thirds in the third quarter for 2019.

The :15 is the next most dominant commercial format length, currently representing 32% of all digital video ad impressions served in the third quarter, and essentially flipping positions with the :30 since Extreme Reach began tracking in the first quarter of 2016.



All other formats -- :06-, :10, :60, and :90 units -- accounted for less than 2% of all video ad impressions analyzed by Extreme Reach.

Another significant finding in the report is that connected TV (CTV) devices now dominate the marketplace of digital video ad serving, followed by mobile. Both desktop and tablet computers have waned significantly.

"Is it really any surprise that CTV is still queen of digital video," the report's authors write, adding: "Where do you spend your time with digital video content? With so many more choices and all sorts of cash being injected into new original content, it makes a lot of sense. CTV has seen an increase of 34% since this time last year and continues its upward trajectory. Mobile remains in the number two spot, but has obviously given way to CTV. And desktop is likely just a thing for work these days."

4 comments about ":30s Now Represent Two-Thirds Of Digital Video Ads Served".
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  1. Ed Papazian from Media Dynamics Inc, November 20, 2019 at 2:42 p.m.

    Interesting findings, Joe. I am exposed to a growing number of digital video ads---mainly via YouTube---these days but I rarely see--or zap---anything longer than 5-6 seconds. In fact, I don't recall the last time I saw---or zapped----any "long form" commercials. I wonder if the data base that is used in this case is representative of all digital videos---or just a subset of same?

  2. John Grono from GAP Research replied, November 20, 2019 at 3:46 p.m.

    Ed, I thought the same.

    But I think the answer could be in the second graph, which shows that a shade more than 50% of all video ads served are to CTVs.

    First, 50% of all video ads served were to CTV seems high to me based on the data I am seeing (but AU could be different).

    But more importantly TV is the home of :30s and :15s which in the first graph is 98% of all video ads served, which seems astronomically high.

    I have no reason to believe that the data is incorrect.   It just feels as though it is very unrepresentative.

  3. Matt Johnson from Evolution Marketing, November 20, 2019 at 6:13 p.m.

    I agree with both of you that these don't look representative - even if just from my own peronsal use of media.  As well, we know CTV/OTT is growing and people are watching longer but simply from what I'm seeing - it's the same small subset of advertisers that I'm seeing on my streaming device.  I don't see a lot of variety but lots of the same.  It also may be skewed because of apps like SLING which lets you watch network tv and get the commercials withit.  I have the Spectrum app and watch through that and we get linear TV commercials there - but is it being counted as digital since I am watching through a streaming device?  If so - then these figures would make more sense.

  4. Eric Nelson from Dicom Inc., November 21, 2019 at 1:31 p.m.

    I dont see this as a surprise at all.  Look at the spend trends to OTT and CTV enironments and platforms.  This further confirms that TV is being redifined in a digital context.  As more national brands shift to HH impression based planning and not demo targeting, its still the living room experience of linear TV with the power of addressable and targeting ability.  And the added benefit of minimal skipping (if any) that linear TV has.  I beleive that Youtube and social platforms will continue with the short 6-10 second video because that's inherent to the platform, but CTV and OTT will be defined by the :15 and :30 as is linear, but with smaller and better defined breaks.

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