Overall Ad Performance Metrics
Video Ad Performance Benchmarks, Worldwide
Geography:
Overall
Video Ad Performance Metrics
by Device
Overall Ad Performance Metrics
by Device & Length
Share of Time Spent
by Format & Length
% of Ad Viewed
Awareness Rates
Clickthrough Rates (CTR)
Completion Rates
by Format & Publisher Type
% of Ad Viewed
Awareness Rates
Clickthrough Rates (CTR)
Completion Rates
by Purchase Method
Desktop Performance Metrics
Geography:
Worldwide
 
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Video Ad Performance Metrics, North America

TimeframeQ1 2018Q2 2018Q3 2018Q4 2018Q1 2019
Clickthrough rate (CTR)
0.26%
0.29%
0.21%
0.17%
0.16%
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Completion rate
81.0%
83.0%
82.0%
87.0%
89.0%
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Viewability rate
62.0%
67.0%
69.0%
68.0%
70.0%
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Viewable completion rate
76.0%
76.0%
76.0%
80.0%
81.0%
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Source: Extreme Reach

Note: represents activity on the Extreme Reach platform, broader industry metrics may vary

Additional Note: viewability rate is the percent of impressions 50% in-view for at least 2 consecutive seconds; completion rate is the percentage of measurable impressions where the ad played to completion, regardless of viewability; viewable completion rate is the percentage of viewable impressions (in-view for at least 2 consecutive seconds) where the ad played to completion; clickthrough rate (CTR) is the ratio of clicks to measurable impressions

Methodology: Data is from the quarterly Extreme Reach reports titled "Digital Video Benchmarks." Digital video ad impressions were served in North America on the Extreme Reach platform via connected TV, desktop, smartphone (including in-app and web browser) and tablet during each quarter. Impressions were served primarily in the US. Many of Extreme Reach clients are among the Fortune 100 companies. Extreme Reach is a digital video/TV ad server and analytics company.