Video completion rates have continued to rise, with Extreme Reach’s figures showing that video ads were viewed to completion 89% of the time last year. This is up from 83% in 2018 and 70% in 2017.
As in previous years, longer format ads have higher competition rates, likely due to their being watched more during long-form content consumed on connected TV devices.
However the gap has narrowed between 15-second and 30-second ads.
For 15-second ads, 88% were completed (up from 80% in 2018), while 89% of 30-second ads were completed (up from 88%).
In the meantime, 6-second ads saw completion rates drop slightly, with only 78% of these shorter ads being viewed to completion, compared to 79% the year before.
Connected TV (CTV) continues to have the highest VCR of all device types. With a consistent rate of about 96% throughout 2019, CTV stands apart from all other devices.
At the same time, video ad completion rates on tablets jumped to 88% (from 83%). Mobile phones (80%) and desktops (81%) also saw improvements in last year, up from 75% in 2018. Read the rest at Marketing Charts.