CTR for Video Ads on the Upswing, But Still Down for the Year

After a poor couple of quarters, click-through rates (CTR) are again moving in the right direction. Cross-platform advertising solutions specialist Extreme Reach publishers a quarterly report that provides info on advertising benchmarks, and its previous click-through rate numbers—from Q3 2017—were sliding down (as they had been for several quarters). But in Q1 2018, things began to change.

CTRExtreme Reach found an average CTR of 0.26 percent for Q1 2018, which is a 19.2 percent quarter-over-quarter improvement—but still a 42.2 percent year-over-year decline. Baby steps.

Click-through rates were the same for both 15- and 30-second ads, something that hasn’t happened before. Typically, longer ads have a much higher rate, but now they’re equal. The CTR is highest on phones and tablets, and lowest on desktop computers.

One of the biggest changes in this quarter’s report is that video completion rates (VCR) are up, now at 81 percent compared to 68 percent last quarter. The area shows a 9.9 percent year-over-year increase.

Extreme Reach also noted improvements in the video ad viewability rate and a decline in fraudulent traffic, although the results say more about the Extreme Reach platform than the industry as a whole:

“Increases in viewability are directly related to the fact that 71 percent of all video impressions served by Extreme Reach in Q1 2018 were on premium publisher sites, which typically show higher levels of viewability than ads on aggregated sites,” says Mary Vestewig, senior director of account management at Extreme Reach. “We’ve seen a steady decline in invalid traffic over three years. Our third-party ad server has strong filtration processes in place and many of our clients also use an independent verification vendor that uses blocking, which means that invalid or fraudulent impressions are blocked before they can be measured. When fraudulent impressions are blocked, the rates of fraudulent impressions seen by Extreme Reach decreases.”

Extreme Reach’s report is based on video campaign served by the Extreme Reach platform in the first quarter of 2018. In includes billions of impressions on desktops, phones, and tablets. For more, view the full report for free (no registration required).


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