CTV digital ad video impressions share remains flat as other mediums grow their share

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 14, 2020, 9:10 AM UTC

Desktops, mobile and tablets saw a sharp increase in ad impressions in the last weeks of the first quarter.

Connected TV’s video ad impressions held steady in the first quarter even as its share of digital video ad impressions narrowed to 37%, according to ad server/management platform Extreme Reach. The numbers come at a time when viewer habits have been disrupted by the COVID-19 crisis.

Increased at-home consumption pushed up mobile video ad impressions to a 33% share from 29% in the fourth quarter. Desktop video ad impressions also saw its share growing from 16% to 23%.

With a 78% share in the first quarter, premium publishers continued to dominate the placement of digital video ad impressions. But, media aggregators video impressions rose from 19% in the fourth quarter to 22% in the first quarter.

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