Video Completion Rate
PERCENT OF IMPRESSIONS WHERE VIDEO PLAYED ALL THE WAY THROUGH
Quarter / Quarter
Q3 2017 / Q4 2017
Year / Year
Q4 2016 / Q4 2017
VCR by Media Type*
Video Completion Rate on premium media sites surged in 2017, reaching its height in Q2 at 79% and settling at 70% for Q3 and Q4.
VCR on media aggregator sites was more consistent. It hit a low of 60% in Q2 before settling at 63% for Q3 and Q4.
*Overall break down of video impressions: 66% premium media vendors; 34% media aggregators
VCR by Ad Length
VCR for 30 second ads outpaced 15 second ads through Q3 2017 and both ad lengths saw increases in Q4 2017 vs Q4 2016.
15 second ads exceeded 30 second ads in VCR by 2% points in Q4 ‘17.
The improving performance of shorter ads has already translated into advertisers focusing on more 15 and 6 second creatives on their 2018 plans.
VCR by Device
VCR for both mobile and desktop had slight fluctuations in 2017, settling in Q4 with very similar rates across mobile, desktop and tablets.
CTV numbers are consistently high. Viewers tend to be committed to the content they’ve chosen to watch and don’t have an option to skip the ads.
CTV = Connected TV, e.g., Roku, Apple TV, Playstation and Amazon Firestick