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.
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