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Measuring Video Ad Effectiveness Across Platforms

Ad buyers have a wealth of digital video platforms from which to choose

August 30, 2016

Measuring effectiveness across devices and content platforms is not a one-size-fits-all endeavor. Key performance indicators (KPIs) can vary widely by advertiser, device, campaign objective and even daypart. But at some point, most marketers need to take stock of completion and clickthrough rates (CTR), as explored in a new eMarketer report, “Digital Video Ad Effectiveness: Experts Weigh In” (eMarketer PRO customers only).

US Digital Video Ad Benchmarks: Completion Rate, by Device and Content Length/Type, Q1 2016 (among ads served by FreeWheel)

A June 2016 report by ad tech firm FreeWheel of ads on its network found that completion rates were better with larger screens and longer content. In Q1 2016, completion rates for US digital video ads on over-the-top (OTT) devices such as connected TVs were 93%, compared with 78% for smartphones and rates in between for tablets and desktops.

These findings make sense considering the lean-back aspect of the OTT experience: A user watching on a living room flat screen is less likely to skip an ad than someone using a smaller, more tactile and more mobile device like a smartphone. Along those lines, live and long-form content (more typical of OTT services) also saw higher completion rates than shorter content.

US Digital Video Ad Benchmarks: Completion Rate, by Device, Q1 2015-Q1 2016 (among impressions served by TubeMogul)

Separate May 2016 data by ad tech firm TubeMogul of completion rates for US digital video ads by device and format also found a correlation between screen size and completion. In Q1 2016, completion rates on connected TV were 95%, compared with 72% for desktop pre-roll and 64% for mobile (which included smartphones and tablets). Like the FreeWheel study, TubeMogul’s was limited to activity on its platform.

In addition, a Q1 2016 study by Extreme Reach measured completion rates and CTRs by platform and found connected TVs had the highest rate of ad completion, at 88%, compared with 51% for tablets (which ranked below smartphones in this study). CTRs were higher with 30-second pre-rolls than with their 15-second counterparts (the study excluded skippable inventory), and also higher on smartphones than desktops or tablets.

eMarketer PRO customers can view the full report here.

Get more on this topic with the full eMarketer report, “Digital Video Ad Effectiveness: Experts Weigh In.”

eMarketer releases over 200 analyst reports per year, which are only available to eMarketer PRO customers.


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