• by Wayne Friedman , August 12, 2021

Although connected TV continues to top all other digital video platforms in terms of impressions, mobile web video continues to make gains, says ad-serving and analytics company Extreme Reach.

CTV has a 35% share of impressions in the second quarter, when looking at impressions the company serves -- down from 41% in the first quarter of this year.

Mobile app impressions are next at 23% share, followed by desktop computers at a 22% share.

Mobile web activity keeps climbing, at a16% share -- steadily rising from 12% in the second quarter of 2020.

Extreme Reach notes that video aggregators (ad networks, DSPs, and agency trade desks) of advertising content now have a 51% share of video impressions, with 49% coming from premium publishers (direct sellers such as broadcast networks or first-party content provider).

This has been a reversal of fortune versus a year ago, when premium publishers had a 65% share and aggregators had a 35% piece.

Still, premium publishers deliver better results when it comes to video completion rates for marketers -- 94% versus 64% for media aggregators. Those levels have remained steady for over a year.

Connected TV is the best platform for completion of advertising, with a 96% rate. Mobile apps are at 73%, while desktop comes in at 65%, and mobile web has 56%.