COVID pushed US advertisers away from premium video

Rob Clapp

An overview of digital video advertising impressions by media type in the United States.

The coronavirus (COVID-19) outbreak caused digital video advertisers in the United States to move away from premium publishers, according to data from video advertising platform Extreme Reach.

The share of impressions served through premium publishers fell to 65% in Q2 2020, down from 78% in Q1 2020 and the lowest level in two years.

Extreme Reach suggests that as some advertisers reduced marketing budgets in response to a weaker economy, more of the inventory that was previously available only through premium vendors became available on exchanges.

While video impressions served through media aggregators are often cheaper, this comes...

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