Overall Ad Performance Metrics, by Device
Video Ad Performance Benchmarks, US
Geography:
by Device
Overall Ad Performance Metrics
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Geography:
US
 
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Video Ad Performance Metrics, by Device, US

TimeframeQ3 2017Q4 2017Q1 2018Q2 2018Q3 2018
Desktop
– On-screen rate
73.2%
74.5%
77.2%
74.8%
72.8%
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– 1 second in-view rate
65.8%
66.7%
70.4%
67.5%
65.1%
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– 2 second in-view rate
62.8%
63.6%
67.0%
64.1%
61.7%
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– 3 second in-view rate
60.0%
61.0%
64.0%
61.5%
59.2%
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– 5 second in-view rate
56.9%
57.7%
60.4%
57.7%
55.5%
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– Fully on-screen rate (no time minimum)
58.9%
60.5%
64.6%
61.7%
59.7%
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– 1 second fully on-screen rate
54.7%
56.4%
60.6%
57.3%
55.2%
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– 3 second fully on-screen rate
50.3%
51.9%
55.7%
52.2%
50.2%
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– In-view time (seconds)
17.70
17.57
17.20
17.12
16.50
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– Played in-view rate
77.3%
78.9%
80.1%
79.5%
79.3%
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– Completion rate
62.1%
62.8%
66.3%
67.5%
66.7%
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– Audible & visible on complete rate
31.9%
30.5%
31.7%
26.6%
22.0%
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– Completion quality rate
45.9%
43.7%
42.9%
34.2%
28.3%
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Mobile
– On-screen rate
60.9%
65.7%
72.1%
74.3%
72.6%
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– 1 second in-view rate
46.6%
52.4%
61.2%
63.0%
61.0%
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– 2 second in-view rate
41.4%
46.2%
54.4%
55.9%
53.9%
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– 3 second in-view rate
37.3%
41.4%
49.2%
50.7%
48.9%
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– 5 second in-view rate
33.8%
37.3%
43.9%
45.4%
43.7%
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– Fully on-screen rate (no time minimum)
49.6%
53.0%
59.6%
62.3%
60.7%
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– 1 second fully on-screen rate
42.2%
44.3%
50.8%
52.7%
50.8%
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– 3 second fully on-screen rate
32.3%
33.8%
39.7%
41.0%
39.9%
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– In-view time (seconds)
13.00
13.09
12.80
13.08
13.01
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– Played in-view rate
59.6%
64.2%
66.3%
66.5%
67.4%
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– Completion rate
40.9%
43.6%
49.8%
49.4%
50.0%
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– Audible & visible on complete rate
12.7%
12.7%
15.3%
14.1%
11.7%
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– Completion quality rate
21.5%
22.7%
25.4%
23.8%
20.2%
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Source: Moat

Note: represents activity on the Moat Analytics platform, broader industry metrics may vary

Additional Note: on-screen rate is the percentage of impressions where at least one pixel of the ad was in-view with focus; in-view rate is the percentage of measurable impressions where the ad played for a given time period with at least 50% of the player visible onscreen and the page in-focus; fully on-screen rate is the percentage of impressions where the ad surface was 100% on-screen for given period of time; in-view time is the average time in seconds that the ad was visible for users who met the requirement for a 2 second in-view impression; played in-view rate is the average percentage of the video that users watched (in-view time divided by average ad duration); completion rate is the percentage of measurable impressions where the ad played to completion (regardless of viewability); audible & visible on complete rate is the percentage of measurable impressions where the ad played to completion and was both visible on-screen and audible on complete; completion quality rate is the percentage of video completions that were audible and visible (audible & visible on complete rate divided by completion rate

Methodology: Data is from the quarterly Moat reports titled "Benchmarks Report." Data is based on billions of display, mobile, native and video ad impressions served daily on connected TV, desktop, smartphone and tablet (in-app and browser) worldwide, primarily in the UK and US, during each quarter. Moat has a significant portion of the top 100 publishers as clients across various industries. Moat Analytics provides digital display, mobile, native and video viewability and attention-based metrics to advertisers, agencies and publishers.