OTT/CTV Platforms Score Higher Engagement For Daytime, Prime Time Posts Higher Impressions

Although higher impressions come in prime time over-the-top/connected TV platforms/apps, better engagement with advertising on those platforms occurs in daytime hours -- between 9 a.m. and 3 p.m., according to "The State Of Connected TV Report" released today by the Association of National Advertisers and video marketplace company Innovid.

Prime-time impressions on OTT/CTV are between 4 million and 4.5 million during 7 p.m. and 11 p.m., according to the research. That amounts to 30% of all CTV impressions, compared to 23% during daytime hours.

But daytime engagement rates are three times the rates for prime time.

During one example offered, quick-service restaurants showed between 0.50% and 0.75% engagement during daytime hours, versus around 0.25% to 0.50% during prime time.

Researchers say that during prime time, viewers may be more apt to be in leanback mode versus the morning/afternoon, where they have work and/or tasks to be accomplished.

Innovid says that 32% of all video on its platform currently goes to CTV platforms -- a number that skyrockets to 73% if impressions are isolated to premium publishers.

 
1 comment about "OTT/CTV Platforms Score Higher Engagement For Daytime, Prime Time Posts Higher Impressions".
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  1. Chris Johnson from BDi LLC Broadcast-Digital-Integrated, January 16, 2020 at 12:47 p.m.

    Copy or Headline mistake ... you site higher engagement for Daytime in your Headline, but your article states "But engagement rates are three times the rates for prime time."
    Please clarify. 
    Thanks, 
    CMJohnson

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