Click-Through Rate / Engagement and Average Time Spent
Number of clicks divided by the number of impressions
Quarter / Quarter
Q4 2018 / Q1 2019
Year / Year
Q1 2018 / Q1 2019
CTR by Media Type
Click-through rates rose very slightly for premium publishers in Q1 2019 vs Q4 2018 (from .09% to .1%) and more substantively for aggregators (from .39% to .47%). Keep in mind that these are small numbers overall—less than 1%. Year over year, the CTR for Premium publishers dropped from .13% in Q1 2018 to .10% in Q1 2019. The decrease was less for aggregators, moving from .59% in Q1 2018 to .47% in Q1 2019.
CTR by Ad Length
Click-Through Rates for both 30-second and 15-second ads declined year over year from Q1 2018 to Q1 2019 and have seen a slight increase quarter to quarter. Again, a reminder than these are small numbers, all less that 1%.
CTR by Device
Click-Through Rates, which don’t apply to CTV because that option for viewers generally does not exist, declined on all devices in Q1 2019: desktop, mobile and tablet, a trend we saw throughout 2018. The year over year declines were greater than those of quarter to quarter. The lower CTR overall is a sign that marketers are more focused on viewer engagement, as measured by Video Completion Rate, than on encouraging the action of clicking away from the ad.
Average Time Spent by Seconds
The Average Time Spent viewing 30-second ads grew in Q1 2019, from 25 to 26 seconds, and decreased for 15-second spots, from 14 seconds to 12, adding another metric that points to the strength of 30-second ads in Q1.