In Q3 2017, the 30-second ad was an endangered species. It made up just 27 percent of all video ad views as marketers attempted to cram their messages and branding into shorter ads that viewers would tolerate. That quarter, 67 percent of video ads were 15-seconds long.
What a difference a year makes. Now, people do most of their video streaming on their living room TV, and that’s a win-win-win for all parties. Viewers get true lean back viewing, publishers get a receptive audience, and marketers get high completion rates and lots of unskippable inventory.
In Q3 2018, 55 percent of all video ad views were 30-seconds long, 41 percent were 15-seconds long, and 2 percent were 6-seconds long.
This data comes from the Q3 2018 Video Advertising Benchmarks report released by cross-platform advertising solutions specialist Extreme Reach. Its data comes from major brand advertising served by Extreme Reach.
“The CTV opportunity is one that advertisers are increasingly leveraging, and the impact that’s having on ad length, while unexpected, makes complete sense,” said Mary Vestewig, senior director of video account management at Extreme Reach. “I expect we’ll see even more exciting changes driven by CTV as consumer adoption grows and technology for targeting and measurement evolve.”
Not that everything is good news for the 30-second ad: The report finds click-through rates for 15-second ads were much higher (although rates for both lengths were lower than last quarter): The CTR for 15-seconds ads is 0.30 percent, while the CTR for 30-second ads is 0.14 percent.
CTRs are highest for mobile devices, nearly as strong on tablets, and much weaker on desktops. Connected TVs might have excellent completion rates , but they don’t have click-through rates at all.
For more, view the full Extreme Reach Q3 2018 Video Benchmarks  report for free (no registration required).