Click-Through Rate / Engagement
NUMBER OF CLICKS DIVIDED BY THE NUMBER OF IMPRESSIONS
Quarter / Quarter
Q3 2017 / Q4 2017
Year / Year
Q4 2016 / Q4 2017
CTR by Media Type*
*Overall break down of video impressions: 66% premium media vendors; 34% media aggregators
CTR by Ad Length
30 second ads consistently outperformed 15 second ads in Click-Through Rate in 2017.
CTR by Device
Desktop still leads both mobile and tablets in CTR. Over the course of 2017, the gap lessened among these various device types.
CTV is not included here because viewers do not have the option to click through an ad on connected TV.