Extreme Reach: Q4 2018 Video Benchmarks

Share of impressions by length in 2018 according to Extreme Reach:
1) 30s — 54%
2) 15s — 42%
3) 6s — 2%
4) Other — 2%

Share of impressions for 6s:
1) 2017-Q1–0.04%
2) 2017-Q2–2%
3) 2017-Q3–3%
4) 2017-Q4–5%
5) 2018-Q1–3%
6) 2018-Q2–1%
7) 2018-Q3–2%
8) 2018-Q4–1%

Share of impressions by device in 2018 (YoY change):
1) Connected TV — 38% (↑ 22%)
2) Mobile — 30% (↓ 4%)
3) Desktop — 21% (↓ 11%)
4) Tablet — 8% (↓ 7%)
5) Other — 3% (↑ 0%)

Completion rate by device in 2018:
1) Connected TV — 95%
2) Tablet — 83%
3) Desktop — 75%
4) Mobile — 75%

More #1: The six-second ad: short and sweet needs simple storytelling

More #2: Do Six Second Ads Really Work?

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