Online Video Ad Completion Rates Said More Important Than CTR

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Clik here to view.Users who watch an online video ad show greater interest in brand pages than those who arrive at the page by click, making completion rates a better success metric than click-through rates (CTR), says Vindico [pdf] in an April 2012 report. Based on an analysis of 30 billion video ad impressions it served in 2011, the company found that of viewers who navigated past the brands’ landing pages, 96% had previously completed the brands’ video ads without clicking, compared to just 4% who had clicked on the ads. And of those navigating to a checkout page, 98% had completed the brands’ video ads without clicking. (more…)