Facebook, the second-largest digital ad seller in the country, expanded its in-stream offerings last year, hoping to entice marketers with what it says are high completion rates and sound-on viewing. Twitter also has made in-stream video more dynamic. Late last year, the company made it possible for publishers to monetize their organic videos worldwide.
Since the viewer is already invested in watching the video, mid-rolls also have a very high completion rate of 98%, according to Freewheel. Pre-roll ads had completion rates of 88% for longer content and 76% for shorter content. For premium OTT platforms, 15- and 30-second ads still dominate, and nearly all have a horizontal orientation.
Measurement platform Conviva analyzed 13,000 Stories from the top 300 Instagram accounts during Q1 2019, finding that the average completion rate was 84%. That was up from 73% in Q1 2018. Average reach was just 6.7%, likely because viewers can skip over Stories ads they don’t want to see.