Q4 CTV Ad Impressions Drop Slightly, Desktop Video Grows

Although connected TV still dominates in share of advertising impressions by device, some digital video ad impressions have shifted to desktop and mobile app usage -- partly due to more at-home video U.S. digital media work and leisure usage.

Extreme Reach, a TV and video advertising-technology company, says video on desktop is at a 23% share for fourth-quarter 2020, up from a 16% share in the same period for 2019. That’s a 37% hike.

Mobile app ad impressions are at a 24% share, dipping from a 26% share in the second and third quarter of 2020.

Connected TV (CTV) device usage still leads with a 35% share, but has dropped from a 47% share in fourth-quarter 2019 -- a 26% decline year-over-year.

Another change is the growing strength in the quarter among media aggregators -- ad networks, DSPs or agency trade desks. Amazon Fire TV can both a premium publisher and an aggregator depending on how it is bought; Roku is defined a premium publisher.



For the first time, media aggregators in the fourth quarter have a greater share than premium publishers, with a 52% share of advertising impressions to 48% share.

For the year overall, premium publishers still command the top share of ad impressions to aggregators -- at 58% to 42%.

Extreme Reach analysis points to aggregators' growth as a result of fewer fraud issues. The fraud rate for aggregators -- the total general invalid traffic filtered rate -- was at 2% in fourth-quarter 2020, down from 4.3% in third-quarter 2020.

Average completion of advertising messages remains high -- slightly down to 80% for all of 2020, from 89% in 2019.

Thirty-second advertising messages still dominate other messaging lengths -- at 79% of all campaigns through Extreme Reach, with 20% for 15-second spots and 1% for six-second advertising.

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