Video click-through rates in decline

An overview of video click-through rates by vendor type, ad length and device in the United States.

Video advertising click-through rates (CTR) in the United States are in decline, according to the latest data from Extreme Reach. Total video CTR fell to just 0.16% in Q1 2019, down from 0.26% a year earlier. Whether this continues remains to be seen, as the rate of decline each quarter has been slowing.

Media aggregators, those that offer access to many publishers with one buy, provide a higher CTR at 0.47%. Although below Q1 2018, this is up from Q3 2018. Click-through rates for video ads served through premium vendors is far lower at 0.10%. This is despite offering a...

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