Online Video Ad Completion Rates - INFOGRAPHIC

May 9, 2012

AdWeek has a great infographic that visualizes how people are watching online video. Viewers are consuming Internet TV at home, while waiting in line, during their commutes and everywhere in between.

It's no surprise that advertisers are targeting this $3 billion industry. With astounding completion rates, it's a medium that grabs eyeballs. A few highlights below:

Completion rates:
-When placed in long-form content (10 minutes or longer), video ads see an 88-percent completion rate, compared with a 76-percent rate when placed in short-form content.
-Ads measuring less than half a minute have the highest completion rates: Those less than 15 seconds see a 78-percent completion rate; ads that are 16 to 30 seconds have a 74-percent completion rate.
 
Click-through rates:
-Video portals have highest click-through rates at 3.48 percent, followed by business/news sites at 1.41 percent.
-Ads that measure 1 minute or longer experience the highest click-through rates at 1.27 percent. Ads that are shorter than 15 seconds see the lowest at 0.79 percent.
 

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