Video completion rates continue to grow, boosted by connected TV

Rob Clapp

An overview of video advertising completion rates by ad length, device and vendor type in the United States.

Advertising video completion rates (VCRs) in the United States are rising, according to the latest data from Extreme Reach. The share of impressions where the video played all the way through reached 89% in Q1 2019, up from 81% a year previous.

Longer ads have the highest completion rate. This is due to the popularity of 30-second ads on connected TV, a TV-like environment where viewers don't have the option to skip. Such devices also account for a rapidly increasing share of impressions.

All devices have seen growth from Q1 2018, although mobile and desktop currently...

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