When It Comes to Video, Bigger Screens Are Better

Video ad completion rates were lower on devices with smaller screens last year, says Vindico, as smartphone (46%) and tablet (54%) viewers completed ads at roughly half the rate of those watching on gaming consoles (95%) and OTT boxes (99%).

The overall video ad completion rate stood at 78%, but just 37% of video impressions were both viewable and viewed to completion.  (Completion rate figures exclude skippable ad impressions from Google/YouTube.)

Separately, the average click-through rate for video ads was 0.62%, with that figure highest for tablets (3.62%) and smartphones (2.36%) and lowest for OTT boxes (0.01%) and game consoles (0.11%).

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