So Long, Agencies: Why Brands Are Shifting CTV Advertising In-House
by Stephen Graveman
3 Min Read
Your destination for the latest CTV stats, trends, and insights
According to a quarterly tracking report published by Extreme Reach, viewers watch more of longer-format commercials via Connected TV. Viewers watch an average of 26 seconds of 30 second spots, suggesting CTV viewers are more engaged with streamed ads. Interestingly, the report states that 15 second ads average a 12 second viewing time, which suggests 30 second spots may be a better format for CTV advertisers since they allow more of a message to be delivered (and received).
As Connected TV advertising continues to evolve and find its place in the ad world, the numbers keep proving to be a great indicator of its effectiveness. Ad recall is higher, brand lift is higher, and viewers watch more of the ads — all this adds up to an enormous opportunity for advertisers to start streaming their ads on CTV.
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