Connected TV Ads Are Getting Longer, New Report Finds

The 30-second ad is making a comeback

Completion rates are also higher on connected TV. Getty
Headshot of Sara Jerde

Ads on connected TV are getting longer, according to a new report from Extreme Reach, a management platform for the ad industry.

The company included its findings on how the video ads it served performed for its 2018 Video Advertising Benchmarks Q3 report.

Most notably, impressions on 30-second ads on connected TV, which included Roku, Apple TV, Playstation and Amazon, increased 102 percent year over year. All while the 15-second spot saw a 38 percent decrease over the same time period.

“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, video account management at Extreme Reach, in a statement.

Completion rates for connected TV, at 95 percent, is 27 percent higher than desktop and 32 percent higher than mobile.

Connected TV impressions, which increased 170 percent year over year, continue to rise as impressions on other platforms decline.

Connected TV accounted for 38 percent for all impressions, mobile accounted for 31 percent, desktop accounted for 21 percent and tablet accounted for 9 percent.

“I expect we’ll see even more exciting changes driven by CTV as consumer adoption grows and technology for targeting and measurement evolve,” Vestewig said.

The full report can be read online.

@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.