2020年Q2视频广告指标报告.docx

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1、Table of ContentsAdBridge InsightsOverall Breakdown of Video Impressions4Video Completion Rate7Average Time Spent by Ad Length10General Invalid Traffic Filtered Rate11DefinitionsPREMIUM PUBLISHERSDirect sellers of digital inventory； generally broadcast networks or content providers.MEDIA AGGREGATORS

2、Sellers of inventory from multiple sources including programmatically sold traffic.These are generally ad networks, DSPs, or agency trade desks.GIVT by ReasonThe average rate of invalid traffic for video impressions served by ER increased this quarter to 1.05%, a quarter to quarter change of 16.5% a

3、nd a year over year change of 50%.Of the 1.05% of impressions considered invalid, high-frequency traffic is the lead contributor at 0.95%. Invalid browsers represent the second largest contributor at 0.05%, Data center and spider/bot traffic complete the reasons at 0.04% and 0.01% respectively.GIVT

4、for Premium Publishers vs.Media AggregatorAverage rates of GIVT for premium publishers in Q2 was 0.54% compared to 2.01% for media aggregators. High-frequency/invalid traffic was the lead contributor for both premium publishers and media aggregators at 0.57% and 1.33% respectively.10%GIVT FOR PREMIU

5、M PUBLISHERS4%0%0.38%1.14%0.76%0.76%0.54%Q4 20191 2020Q2 2019High Frequency/Outlier ActivityInvalid Brow：Q2 2020ter IPs Spider/Bot10%GIVT FORMEDIA AGGREGATOR8%4%2%0%Q2 2019 Q3 2019 Q4 2019Q1 2020 Q2 2020:Data Center IPs Spider/BotJ High Frequency/Outlier Activity Invalid BrowserOverall Breakdown ofV

6、ideo ImpressionsA Look at How All Video Impressions Served by Extreme Reach Break Down by Ad Length, Media Type and DeviceImpressions by Media TypeIn Q2 2020, 65% of video ad impressions served by Extreme Reach were to premium publishers, a 17% decrease from Ql. The remaining 35% of impressions were

7、 served via media aggregators, an increase of 59% over Ql. This represents the largest proportion of aggregator impressions seen since Q3 2018, when the share was 36%. Premium Publishers Media AggregatorQ2 2020Q1 2020Q4 2019Q3 2019Q2 201933%64%06-second 15-second 1 ： 30-second 60-secondImpressions b

8、y DeviceAfter a dip in Ql 2020, the share of impressions served to connected television (CTV) increased from 37% to 40% in Q2 2020, moving back toward the level seen pre- Covid. Desktop impressions were 20% of the total, which is lower than Ql but still higher than the numbers seen throughout 2019.Q

9、2 is the first quarter during which mobile is divided into impressions served in-app vs. those served through mobile web. While trends cannot be discerned without comparable data from previous quarters, ads served in-app were more than double the impressions of mobile web in Q2 at 26% vs. 12%.Q2 202

10、040%20%2%Q1 202037%23%Q4 201947%26%12%5%2%4%29%4%16%Q3 201951%Q2 201950%3%3%15%16%As of Q2 2020, tablet impressions are included in the mobile category and mobile impressions are now reported as either in-app or mobile webThe devices are displayed in a new order in our charts.VideoCompletionRateJPer

11、cent of Impressions Where Video Played All the Way ThroughAverage VCRAverage video completion rates (VCR) declined very slightly in Q2 2020, from 85% in Ql to 84% in Q2.VCR by Media TypeThe completion rate for premium publishers actually increased quarter over quarter from 88% to 92%, but the signif

12、icant increase in impressions served via media aggregators in Q2 brought the average completion rate down. Extreme Reach typically sees lower completion rates for aggregators than for premium publishers.89%87%88%87%87%98%97%97%96%95%89%88%87%79%kx I uVCR by Ad LengthBoth 30- and 15-second ads saw ne

13、gligible decreases in completion rates in Q2 2020, with 30-second spots moving from 84% to 83% and 15-second spots declining from 88% to 86%.VCR by DeviceCompletion rates for video ads served to CTV, which are frequently unskippable, reached 98%, an albtime high for Extreme Reach and an increase fro

14、m 97% in Ql. The average completion rate for ads viewed in mobile app, reported for the first time this quarter, was 79% 一 significantly higher than mobile web impressions, which had a completion rate of 64%.As of Q2 2020, tablet impressions are included in the mobile category and mobile impressions

15、 are now reported as either in-app or mobile webThe devices are displayed in a new order in our charts.Average Time Spent by Ad Length2693025262626spuoos201I35 0 513Q2 2019Q3 2019Q4 2019Q1 2020Q2 202015-second30-secondeneral Invalid Trpnic Filtered RatePercent of Impressions Filtered from Gross Counts