That assumption is further supported by the fact that video ad completion rates—the percent of impressions where a video ad was played all the way through—also tend to be higher on CTV compared with mobile and desktop.
When it comes to measuring success, marketers are feeling comfortable with the shift to new means of measurement from legacy video metrics such as KPIs that better capture CTV/OTT and DOOH. KPIs like viewability, ad completion rate, and videocompletion rate that have been used for display and desktop video that have 1-to-1 user ratios.
Metrics like videocompletion rates and whether a video was viewed with sound on become more important than the number of comments and likes alone, he said. “We're seeing that high amounts of likes don't necessarily have high attention metrics, because people are auto-liking and keep on going,” said Detert.
Within our own community, this engagement is reflected in videocompletion rates, email opens or app installs, purchases, time spent, and interactions with free-to-play chance-to-win experiences that have been core to the Publishers Clearing House (PCH) brand promise for a half-century. They’re what ensure we achieve the ultimate engagement outcome.
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.