Mid-Roll TV Ads Have 97% Completion Rate
- by Wayne Friedman , March 14, 2017
For example, commercials that appear inside TV content -- mid-roll ads -- now have a 97% completion rate, according to a new Ooyala fourth-quarter 2016 study. That's looking at all devices, including PC, tablet, smartphones and connected TV.
Ooyala says these results compare to all publishers, which saw mid-roll ad completion rates drop to 78% in fourth-quarter 2016 from 84%. However, just looking at mobile devices, the study says publishers saw a rise in mid-roll impressions on mobile devices, increasing to 48% in the fourth quarter from 30% in third quarter.
The results for broadcasters are somewhat favorable: Long-form content continues to grow on all digital devices -- including mobile devices. Connected TV and tablets gain the highest usage, at 96% and 65%, respectively. Long-form content made up 47% of all mobile plays in the fourth quarter, outpacing short-form video plays at 40%
Looking at all advertising-supported video on demand (AVOD)-- a key growth area for broadcasters -- mobile devices (smartphones and tablets) make up 56% of all AVOD video views.
Smartphones had the highest consumption of advertising video-on-demand content at 45%, followed by desktop with 44% and tablets, at 11%.
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My mid-roll completion rate is 100%. I leave the page with the ad and either go to another tab on my browser or some other sort of work like in Word or Excel, and come back when I think it has finished.
Completion = 100%. Viewability = 0%.
I wonder what the "completion rate" for post-roll ads is? Probably around 50%?
Eventually, the digital folks are going to have to adopt TV-like commercial breaks---hopefully with some limits on ad clutter---and combine these with evidence --- based on human being research ---that shows approximately how much of "the audience" sees the average message before they gain significant traction with savvy TV advertisers. Completion rates are not the same thing as commercial exposure---unless your "consumer" happens to be a PC, tablet or smartphone---not its user.