Video ad completion rates are up across the board, but nothing beats CTV completion rates for premium video, finds Extreme Reach.
The latest quarterly index from Ooyala shows mobile video pre-rolls showing impressive gains, while midrolls are big on connected TVs.
Viewers often stop playing a video when a pre-roll ad appears, unwilling to sit through it. But they’re invested in the show by the time they see a mid-roll ad.
Advertisers are experimenting with shorter pre-roll ad formats, but viewers still don’t like them. For high completions, go with mid-roll ads.
What’s happening here? Viewing time, viewability, and completion rates are all trending up. Has the online video ad community figured out how best to appeal to consumers?
Whether the ad is short or long, or the content is live or on-demand, viewers almost always watch the full spot. It’s still important to match the ad type with the content, though.
Are advertisers wasting their money? A quarterly report finds that over half of all completed video ads aren’t in view.