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We know that with the successful launch of new streaming apps, as well as the growth among platforms like live sports channel fuboTV, that viewers are flocking to the medium to watch live as well as on-demand content.
For instance, fuboTV hit records in revenue and new subscribers in Q2. Ad revenue grew 281% YoY, and they now have close to 700,000 total subscribers who pay for the service.
But from an advertising perspective, marketers should look at the CTV share in relation to other digital channels. Extreme Reach, as a global ad platform for all forms of TV and streaming video, shows that CTV is holding steady in their latest Video Benchmarks report, as marketing dollars rebound from the pandemic.
CTV impressions and share. Across the industry, overall CTV impressions are up 3X over Q2 2020. In terms of share, CTV maintains its lead over other video platforms, holding at 35%. Desktop and mobile app ads are neck-and-neck at 22% and 23%, respectively. After closing 2020 at 35% share of ads, CTV actually rose to 40% in Q1.
Read more about Brand Safety in CTV advertising.
“CTV is definitely a priority for many marketers and is a focal point in the industry as more advertising dollars flow to that platform,” said Melinda McLaughlin, Extreme Reach’s CMO.
Finding the optimal ad length. Another gauge marketers should consider when executing video ads is the length of the ad, and how those ads perform on different kinds of publishers. In Q2,
Read more here: https://martech.org/ctv-growth-continues-and-30-second-ads-remain-dominant/