Measuring Video Ad Effectiveness Across Platforms
Measuring effectiveness across devices and content platforms is not a one-size-fits-all endeavor. Key performance indicators (KPIs) can vary widely by advertiser, device, campaign objective and even daypart. But at some point, most marketers need to take stock of completion and clickthrough rates (CTR).
A June 2016 report by ad tech firm FreeWheel of ads on its network found that completion rates were better with larger screens and longer content.
Separate May 2016 data by ad tech firm TubeMogul of completion rates for US digital video ads by device and format also found a correlation between screen size and completion.
In addition, a Q1 2016 study by Extreme Reach measured completion rates and CTRs by platform and found connected TVs had the highest rate of ad completion, at 88%, compared with 51% for tablets (which ranked below smartphones in this study).