Chart - Video Ad Completion Rates by Video Length

Despite packing in an average of 2.5 more ads per video in Q4 than in Q3 (9.4 vs. 6.9), the completion rate for ads in long-form content (20+ minutes) held steady at 93% in Q4, per new quarterly data from FreeWheel. Completion rates for long-form video ads remained at their peak, up from 88% in Q4 2011 and 85% in the first quarter of that year. The completion rate for ads in mid-form content (5-20 minutes) also ended the year on a high note (81%).

Only ads served during short-form content (of less than 5 minutes) didn’t end the year at their high. Still, with a 68% completion rate (compared to Q2′s high of 69%), those ads were completed at a far greater rate than a year earlier (54% in Q4 2011). Read the rest at MarketingCharts.