Source: Viant [download page]
Note: Slightly fewer than half (48%) of video ad impressions met viewability guidelines last year, up only slightly from 2014 (45%), per a Viant report, which also notes that just 37% of all ads served were both viewable and viewed to completion. The analysis of ads served on the Vindico Ad Server indicates that video ad completion rates climbed from 78% in 2014 to 81% in 2015, with increases across all devices, led by OTT (99% in 2015) and followed by computers (81%), tablets (79%) and smartphones (76%). (more…)