Thanks to the rise of living room streaming of premium content, marketers enjoy high completion rates on their 30-second ad breaks.
Two-thirds of streamers are happy with their commercial ad load, far higher than the number of pay TV customers who can say the same.
And it’s not stopping! While Facebook takes a massive piece of the video advertising pie, it will expand with double-digit growth.
The combination of reach, targeting, and attribution create a marketing trifecta. Viewers, publishers, and marketers are all looking to the new living room.
Looking at concurrent views for the recent World Cup, Conviva says advertisers need to pay attention to live online sports and appointment TV.
Video ad completion rates are up across the board, but nothing beats CTV completion rates for premium video, finds Extreme Reach.
While broadcast spending is still the far bigger area, digital broadcast is on the upswing. It reflects a new reality in how advertisers reach audiences.