The majority of CTV advertisers devote 50% or more of their impressions to the platform, over all other devices

Our Q2 video benchmarks show that CTV has become the most popular platform for video advertising, accounting for the most impressions served across all devices for 17 consecutive quarters. CTV has accounted for the largest share of video impressions served by ER for every quarter since Q2 2018, more than four years ago. 

“CTV has changed the face of digital video advertising, allowing brands to reach their audiences in a linear, TV-like setting, but with expansive data-rich targeting opportunities,” said Mary Vestewig, ER’s VP of Digital Account Management. “We’ve found that most of those who use CTV, use it in a very big way, devoting the large majority of digital impressions to the platform. The rise in ad supported streaming is good news for those marketers who are enthusiastically embracing CTV.” 

Other findings from our Q2 benchmark include:

• Mobile in-app accounts for 25% of all impressions served in the quarter, followed by desktop at 20% and mobile web at 14%. All three categories were relatively flat compared to the previous quarter. 
• Political advertisers were big adopters of CTV, with 75% of impressions across all devices going to CTV in Q2. This shows that CTV will likely be a key channel used in the upcoming midterm elections – a trend that ER will monitor in the 3rd and 4th quarter.
• The Financial and Auto verticals were also heavy CTV buyers, with more than 75% of their impressions running on CTV in Q2.
• Household Goods and Education are two verticals that remained heavy on desktop video impressions in the quarter.

While our report covers video ad serving in North America, it likely provides a snapshot of upcoming trends in the UK and other regions. 

Download charts reflecting Q2 data here and trend data for our quarterly and annual video advertising benchmarks, 2016 through Q2 2022, here.