As viewability rates experienced a strong increase in Q4 2014, US video ad completion rates while in-view did, too, rising 6 percentage points from Q3 2014 to 26.0%.
Few videos were watched to full completion during Q2, reports Adobe.
Completion rates for non-skippable video ads topped 90% for each of the formats measured – linear video (93%); interstitial (92%); and value exchange (97%).
47.2% of branded videos initiated by users were watched to completion, with that figure highest for auto (79.8%), CPG (65.7%) and telecom (54.4%) advertisers.
During Q3, FreeWheel says that the typical long-form (20+ minutes) video view carried 11.6 ads, up from 9.1 on average during the corresponding period last year.