Video Completion Rate
PERCENT OF IMPRESSIONS WHERE VIDEO PLAYED ALL THE WAY THROUGH
The average Video Completion Rate remained steady at 82% in Q3 after reaching a high of 83% in Q2. The rate has remained very high for seven quarters with little fluctuation. For advertisers emphasizing viewer completion over click through rates, this is welcome news.
Quarter / Quarter
Q2 2018 / Q3 2018
Year / Year
Q3 2017 / Q3 2018
VCR by Media Type
The Video Completion Rate for premium sites decreased slightly in Q3 to 90% after hitting an all time high in Q2 of 92%. The rate for aggregators increased from 67% to 68%, quarter over quarter. The high completion rate on premium sites is among many metrics that point to the ongoing strength of premium publishers and their ability to engage consumers in a reliable, brand-safe environment.
VCR by Ad Length
Video completion rates for 6-second, 15-second and 30-second ads remained high in Q3, though a bit lower than in Q2. 6-second ads saw the biggest change from Q2, a decrease from 82% to 78%. 15-second ads were up very slightly from 79% to 80% and 30-second spots decreased a bit from 86% to 84% from Q2 to Q3.
VCR by Device
The Video Completion Rate for desktop held steady at 75% quarter over quarter and the rate for tablets decreased just slightly from 83% in Q2 to 82% in Q3. Mobile (smart phones) declined from 75% in Q2 to 72% in Q3. CTV, the star of our Q3 video benchmarks report, increased to 95% from 94% in Q2. Viewers tend to be committed to the content they choose to watch on connected TV and they often do not have the option to skip the ads.
CTV = Connected TV, e.g., Roku, Apple TV, Playstation, Amazon Firestick and Smart TVs