Connected TV 5 Min Read

Viewers Watch More of Connected TV Ads

Written by Tim Edmundson

Longer Ads Are Better on Connected TV

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.

Connected TV in the News

Does Google Really Have an Online Advertising Monopoly?
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SteelHouse CEO Mark Douglas weighs in on Google’s current antitrust issues, and why Connected TV may impact their dominance of digital advertising. 

Apple TV Plus to Launch on Nov. 1, Cost $4.99 per Month
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The service will launch in over 100 countries, and will be available on Apple devices, the web, and Samsung smart TVs. 

Is There a Place for Facebook in This Market?
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Facebook is looking to challenge Roku, Amazon, and others in the streaming hardware space. But is it too little, too late?

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