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There are significant differences in how tolerant digital video viewers in Latin America are of pre-roll ads depending on what device they’re using, according to data from TubeMogul on ads served on its platform between July and September 2015.
In Brazil, Latin America’s largest market, completion rates were higher for pre-roll video ads viewed on desktop computers than on mobile devices. That was the case regardless of the length of the pre-roll—in fact, the shortest pre-rolls had the biggest variance in completion by device.
That was because, while desktop completion rates were highest for the shortest pre-rolls and fell fairly steadily as ads got longer, completion rates on mobile devices hovered around two-thirds for several ad lengths. Mobile users in Brazil don’t differentiate much between 10-, 15- and 20-second video ads.
The situation in Mexico was similar, according to TubeMogul. Again, desktop-based completion rates were higher for all video ad lengths, and these completion rates also fell as ads got longer.
Mobile completion rates were more clustered, with 10- and 15-second ads completed in about three in five cases, and 20- and 30-second ads completed about two-fifths of the time.
TubeMogul reported a different pattern in Colombia, where mobile completion rates fell more uniformly as ads got longer—just like completion rates on the desktop, which were higher across the board.
Like those in markets around the world, video viewers in Latin America would prefer to avoid ads, with 67% choosing to skip over them “whenever possible,” according to IMS Group and comScore research from September 2015.
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