A funny thing happened to connected TV during an unprecedented first quarter. According to a new report from Extreme Reach, connected TV impressions were flat and their share among all digital video advertising fell to 37%, down 21% from their fourth quarter levels. Connected TV impressions had been growing at a rapid rate, but during the quarter, with people at home, more people were watching on desktops. Desktop video had been losing share for three years, but jumped 44% in the quarter. Mobile (32% share) and tablet devices (5% share) also gained in the quarter. Because of the unexpected drop, Extreme Reach looked at the monthly shares for CTV.
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