Mobile Ad Completion Rates on the Rise in Canada - eMarketer

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Mobile Ad Completion Rates on the Rise in Canada

TubeMogul also reports a 38% increase in mobile ads vs. Q1 2015

July 6, 2016 | Video | Marketing | Advertising

While digital video ads in Canada that play on connected TVs are far more likely to be viewed to completion, according to data provided by TubeMogul from their platform, mobile ad completion rates rose from Q1 2015 to Q1 2016. More than half (57%) of mobile video ads in Canada were viewed to completion in Q1 2016.

Completion Rate for Digital Video Ads in Canada, by Device/Format, Q1 2015-Q1 2016 (based on impressions served on the TubeMogul platform)

Over the past year, completion rates on connected TVs have held steady, at around 90%, and pre-roll ads—on desktop only—were also relatively steady, though they did see a decline, from Q1 2015 to Q1 2016, of 7 percentage points. Even so, pre-roll ads saw a 70% completion rate in Q1 2016, significantly above the rate for mobile.

But it’s on mobile that growth is to be seen: In Q1 2015, the completion rate for mobile digital video ads was 47%. By Q1 2016, that figure was at 57%, and had even hit 69% in Q3 2015. There may be seasonal variations in mobile video completion rates, but on an annual basis rates are up.

That’s happened even as more mobile video ads than ever are being served.

Digital Video Ad Volume in Canada, by Inventory Type, Q1 2016 (based on impressions served on the TubeMogul platform)

In Q1 2016, there were 38% more mobile ads than in the same period of the 2015. That doesn’t mean, however, that it's safe to conclude mobile users want more ads: While they’re certainly seeing more, users might also be viewing ads they cannot skip, or from which they cannot easily exit. Users might not have a choice with their ad viewing habits, and it might even impair mobile usage.

eMarketer forecasts that video ad spending in Canada will reach C$384 million (about $300 million) in 2016, and by 2017, C$424 million (about $330 million), a growth rate of 10.4%.

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