Connected TV

CTV Ad Video Completion Rates Are Higher Than Any Other Device Format

Your destination for the latest CTV stats, trends, and insights.

CTV Ad Video Completion Rates Are Higher Than Any Other Device Format

3 Min Read

CTV boasts the highest share of ad views for premium video across devices, according to FreeWheel, and as more streaming ad inventory opens up, CTV’s share of ad views is expected to increase further. A study from Extreme Reach found that CTV has significantly higher video completion rates compared to mobile and desktop environments. This is in part due to TV’s passive, “lean back” viewing behavior, which leads to better completion rates compared to the active scrolling inherent in the use of mobile devices. Not to mention CTV’s advantage of an environment with professionally produced, high-quality video.

Mobile does still have a lead when it comes to overall reach, but CTV is quickly catching up. While mobile web and mobile app traffic combined still give mobile campaigns consistently high levels of impressions, those impressions can come with a less brand-safe environment and lower engagement. Ultimately, brands should seek to balance reach with engagement and brand safety when selecting the best platform to advertise on. And with CTV’s high-quality video and increasing share of ad views, it presents an attractive platform for brands looking to deliver their messages to a targeted audience.

Connected TV in the News

Less Than Half Of Marketers’ TV/Video Ad Budgets Going To Upfront Deals

Fewer TV advertising dollars are expected to be spent in upfront deal-making this year versus a year ago, according to a new survey from Advertiser Perceptions.

How Retail Brands Are Using CTV Advertising to Reach Today’s Customer
MNTN Research
Connected TV ads will soon bridge the gap between digital shopping and television advertising, providing a true omnichannel experience for customers.

The CTV Ecosystem May Soon Have Its ‘Year of Mobile’
Quantcast VP EMEA Matt White discusses the growth of Connected TV, and draws parallels with a time before Facebook went mobile and the mobile ecosystem exploded.

Get the Latest Connected TV News, Right to Your Inbox

Why not receive our CTV advertising report, right to your inbox? Just enter your email below and you’ll never be out of the CTV / OTT advertising loop again.