Completion Rates Are Becoming More Important. As more ads flow to connected TV platforms, and as ad durations decrease, completion rates have taken on new importance for advertisers. Extreme Reach estimated that US video ad completion rates improved, on average, to 82.0% in Q3 2018, from 68.0% a year earlier. The rates were highest on connected TV and lowest on smartphones.
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.