Extreme Reach’s study shares insight on the pandemic’s influence on media buying and consumer consumption habits.
The study found video impressions rose by almost half on CTV platforms in 2020 Q2, after a drop off in Q1. The numbers indicate advertisers started spending again in the April-June period after the initial slow down.
With more people shopping online, click-through rates for video ads increased by 39% YoY in Q2. Additionally, mobile in-app ads saw higher impressions and better completion rates than on the mobile web.
The completion rate of in-app ads was at 79%, while it was 64% on the mobile web. The share of impressions served through premium publishers fell to 65%, a low not seen since Q3 2018. Concurrently, the share of impressions served via media aggregators was up by 59% this year.
[2 minute read]