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.

Because rewarded video ads, by nature, have high completion rates, advertisers should think beyond that metric to gauge how well they perform. A good next step for advertisers is to gauge engagement levels following the video ad. One way to do that is through the use of end cards displayed following the completion of the video.

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 video completion rate that have been used for display and desktop video that have 1-to-1 user ratios.

Within our own community, this engagement is reflected in video completion 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.

Metrics like video completion 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.