Measuring effectiveness across devices and content platforms isn't a one-size-fits-all task. KPIs vary by advertiser, device, campaign objectives, and dayparts. A June 2016 report by ad tech firm
FreeWheel digital video completion rates with larger screen and longer content. In Q1 2016, completion rates for U.S. video ads on over-the-top (OTT) devices such as connected TVs were 93% compared
with 78% for smartphones. Tablets were 85% and desktop was 84%. An eMarketer article finds teh rates make sense considering the lean-back aspect of the OTT experience.
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