CTV Ad Requests Up 1,640% in 2018, Says Beachfront Media
Ad views are booming on connected TVs (CTVs), says supply-side ad platform Beachfront Media. It released data yesterday saying that CTV ad requests rose 1,640 percent from November 2017 to November 2018. While it didn't reveal the methodology or source for that data, it said the findings are representative of growth across CTV devices.
In November 2017, there were 1.7 billion CTV ad requests, which increased to 29.9 billion in 2018. Beachfront didn't indicate if this is U.S. or worldwide traffic, and didn't reply to a press request by post time.
Roku is the clear leader for CTV ad requests, serving 87 percent of the total in November 2018. Next comes Amazon Fire TV, LG, Samsung TV, Vizio, and Chromecast, in that order.
Completion rates for CTV ads are strong, at over 90 percent, Beachfront says. Premium apps get the highest completion rates (over 95 percent) and long-tail content gets the lowest (85 percent).
“This sort of sharp incline for growth is the latest sign that ad-supported premium video content will continue to play a major role for publishers as they look to modernize their streaming content approach toward greater profitability,” says Frank Sinton, founder and president of Beachfront. “These findings further prove connected TV can’t be viewed as an extension of digital spend, or reused linear TV advertising.”
Related Articles
All eyes are on connected TV: 44% of video ad impressions in Q4 2018 were on CTV, a massive jump from 15% just one year prior.
22 Feb 2019
When digital privacy hacks regularly make the news, consumers worry that the connected TVs in their homes could be used for bad purposes.
09 Jul 2018
Connected TV ownership is strong, but consumers prefer the experience set-top boxes provide when streaming movies and TV shows.
31 May 2018
When streaming, consumers choose the biggest screen around, especially for binge viewing. Connected TV adoption is small, but growing quickly.
21 Nov 2016