ER-2020年Q2视频广告指标报告（英文）-2020.10-14页_3mb

Q2 2020 Video Benchmarks Report Summary

Core Content Overview

This report provides an analysis of video ad performance metrics for Q2 2020, highlighting changes in impressions, completion rates, and invalid traffic rates. It reflects on the impact of the pandemic on consumer behavior and the evolving digital video advertising landscape.

Main Trends and Observations

Impressions by Media Type

• Premium Publishers: Accounted for 65% of all video ad impressions in Q2, a 17% decrease from Q1.
• Media Aggregators: Represented 35% of impressions, up by 59% from Q1, marking the highest share since Q3 2018.

Impressions by Ad Length

• 30-second ads: Dominated the market, reaching an all-time high of 79% of total impressions, up by 3% from Q1.
• 15-second ads: Continued to decline, accounting for 20% of impressions, down by 9% from Q1 and 40% year-over-year.

Impressions by Device

• CTV (Connected TV): Increased from 37% to 40% of impressions in Q2, returning to pre-pandemic levels.
• Desktop: Remained at 20%, slightly lower than Q1 but still higher than 2019 levels.
• Mobile: Divided into in-app (26%) and mobile web (12%) for the first time. In-app impressions showed significantly higher engagement than mobile web.

Video Completion Rates (VCR)

• Overall VCR: Slightly declined from 85% in Q1 to 84% in Q2.
• Premium Publishers: VCR increased from 83% to 92%, reflecting strong engagement.
• Media Aggregators: VCR dropped to 75%, contributing to the overall decline in average completion rates.
• CTV: Maintained an all-time high of 98% completion rate, due to the unskippable nature of these ads.
• Mobile App: Achieved a 79% completion rate, significantly higher than mobile web’s 64%.

General Invalid Traffic (GIVT) Filtered Rate

• Overall GIVT: Increased to 1.05%, up by 16.5% quarter-over-quarter and 50% year-over-year.
• Main Contributors:
  • High-frequency traffic: 0.95%
  • Invalid browsers: 0.05%
  • Data center IPs: 0.04%
  • Spider/Bot traffic: 0.01%

GIVT by Media Type

• Premium Publishers: Had a 0.54% GIVT rate.
• Media Aggregators: Had a 2.01% GIVT rate, significantly higher than premium publishers.
• High-frequency/Outlier Activity: Was the primary contributor to GIVT for both premium and aggregator publishers.

Key Insights

• The multi-device household remains a key factor, with desktop and mobile continuing to show strong performance despite the rise in CTV.
• 30-second ads continue to dominate the market, likely due to their association with CTV and the shift in consumer viewing habits.
• CTV has shown resilience, with high completion rates and a return to pre-pandemic levels.
• Mobile in-app ads outperformed mobile web ads in terms of completion rates, suggesting a growing preference for native ad experiences.
• Invalid traffic remains a growing concern, with high-frequency traffic being the leading cause, indicating the need for tighter filtering and monitoring mechanisms.

AdBridge™ Insights

AdBridge™ is a comprehensive asset management platform for TV and video ad creative, integrating:

• Creative preparation and delivery
• Talent & Rights Management
• Centralized control and compliance assurance

It enables in-house and external teams to manage, deploy, and track ad assets efficiently across the advertising ecosystem, with over 200,000 registered users and 14 million creative assets under its care.

Conclusion

Q2 2020 video ad data reveals a complex landscape shaped by the ongoing effects of the pandemic. While CTV impressions have stabilized, desktop and mobile continue to play a significant role. Ad length preferences and device-specific performance metrics indicate evolving consumer habits, while the rise in invalid traffic underscores the need for robust data quality practices. AdBridge™ remains a critical tool for managing the challenges and opportunities in this dynamic environment.