Q2视频广告指标报告

1、Table of ContentsAdBridge Insights 2Overall Breakdown of Video Impressions 4 Video Completion Rate 7 Average Time Spent by Ad Length 10 General Invalid Traffic Filtered Rate 11DefinitionsPREMIUM PUBLISHERSDirect sellers of digital inventory; generally broadcast networks or content providers.MEDIA AG

2、GREGATORSSellers of inventory from multiple sources including programmatically sold traffic. These are generally ad networks, DSPs, or agency trade desks.4Overall Breakdown of Video ImpressionsA Look at How All Video Impressions Served by Extreme Reach Break Down by Ad Length, Media Type and DeviceI

3、mpressions by Media TypeIn Q2 2020, 65% of video ad impressions served by Extreme Reach were to premium publishers, a 17% decrease from Q1. The remaining 35% of impressions were served via media aggregators, an increase of 59% over Q1. This represents the largest proportion of aggregator impressions

4、 seen since Q3 2018, when the share was 36%.Q2 202065%35%Q1 202078%22%Q4 201981%19%Q3 201980%20%Q2 201983%17% Premium PublishersMedia AggregatorImpressions by Ad LengthContinuing the trend that began in Q2 2018, 30-second ads again grew in predominance in Q2 2020, reaching an all-time high of 79% of

5、 all impressions measured, a 3% increase over Q1. Inversely, the share of impressions for 15-second ads continued to decline, landing at 20%, a decrease of 9% from Q1 and a year over year decline of 40%.Q2 202020%79%1%Q1 202022%77%1%Q4 20191%30%69%Q3 20191%32%66%1%Q2 20191%33%64%2% 06-second 15-seco

6、nd 30-second 60-secondImpressions by DeviceAfter a dip in Q1 2020, the share of impressions served to connected television (CTV) increased from 37% to 40% in Q2 2020, moving back toward the level seen pre- Covid. Desktop impressions were 20% of the total, which is lower than Q1 but still higher than

7、 the numbers seen throughout 2019.Q2 is the first quarter during which mobile is divided into impressions served in-app vs. those served through mobile web. While trends cannot be discerned without comparable data from previous quarters, ads served in-app were more than double the impressions of mob

8、ile web in Q2 at 26% vs. 12%.Q2 2020Q1 2020Q4 2019Q3 2019Q2 20192%40%20%26%12%37%23%5%33%47%16%4%29%51%15% 5%26%50%16%6%25%2%4%3%3%CTV Desktop Tablet Mobile Mobile App Mobile Web Unclassified*As of Q2 2020, tablet impressions are included in the mobile category and mobile impressions are now reporte

9、d as either in-app or mobile web The devices are displayed in a new order in our charts.7Video CompletionRatePercent of Impressions Where Video Played All the Way ThroughAverage VCRAverage video completion rates (VCR) declined very slightly in Q2 2020, from 85% in Q1 to 84% in Q2.100%89%89%88%85%84%

10、80%60%40%20%0%Q2 2019Q3 2019Q4 2019Q1 2020Q2 2020 AverageVCR by Media TypeThe completion rate for premium publishers actually increased quarter over quarter from 88% to 92%, but the significant increase in impressions served via media aggregators in Q2 brought the average completion rate down.Extrem

11、e Reach typically sees lower completion rates for aggregators than for premium publishers.100%80%60%40%20%0%90%91%90%88%92%80%81%82%75%69%Q2 2019Q3 2019Q4 2019Q1 2020Q2 2020 Premium Publishers Media Aggregator86%.20%90%82%84%83%69%VCR by Ad Length80%Both 30- and 15-second ads saw negligible decrease

12、s in60%completion rates in Q2 2020,with 30-second spots moving40%from 84% to 83% and 15-secondspots declining from 88% to87%87%89%87%89%88%87%88%87%86%0%Q2 2019Q3 2019Q4 2019Q1 2020Q2 2020 06-second 15-second 30-secondVCR by DeviceCompletion rates for video ads served to CTV, which arefrequently uns

13、kippable, reached 98%, an all-time high for Extreme Reach and an increase from 97% in Q1. The average completion rate for ads viewed in mobile app, reported for the first time this quarter, was 79% significantly higher than mobile web impressions, which had a completion rate of 64%.100%80%60%40%20%0

14、%95%96%97%97%98%0%1%4%2%87%83%81%88%89%89%8%8%79%77%80788064Q2 2019Q3 2019Q4 2019Q1 2020Q2 2020As of Q2 2020, tablet impressions are included in the mobile category and mobile impressions are now reported as either in-app or mobile web The devices are displayed in a new order in our charts. CTV Desk

15、top Tablet Mobile Mobile App Mobile Web1030 2625262726262015 13101213131350Q2 2019Q3 2019Q4 2019Q1 2020Q2 202015-second30-secondSecondsAverage Time Spent by Ad LengthGeneral Invalid Traffic Filtered Rate11Percent of Impressions Filtered from Gross CountsGIVT by ReasonThe average rate of invalid traf

16、fic for video impressions served by ER increased this quarter to 1.05%, a quarter to quarter change of 16.5% and a year over year change of 50%.Of the 1.05% of impressions considered invalid, high-frequency traffic is the lead contributor at 0.95%. Invalid browsers represent the second largest contr

17、ibutor at 0.05%. Data center and spider/bot traffic complete the reasons at 0.04% and 0.01% respectively.1.33%0.7%1.01%0.91%1.05%10%8%6%4%2%0%Q2 2019Q3 2019Q4 2019Q1 2020Q2 2020 High Frequency/Outlier Activity Invalid Browser Data Center IPs Spider/BotGIVT for Premium Publishers vs. Media Aggregator

18、Average rates of GIVT for premium publishers in Q2 was 0.54% compared to 2.01% for media aggregators. High-frequency/invalid traffic was the lead contributor for both premium publishers and media aggregators at 0.57% and 1.33% respectively.GIVT FORPREMIUM PUBLISHERS1.14%0.38%0.76%0.76%0.54%10%8%6%4%2%0