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

TimeframeQ1 2018Q2 2018Q3 2018Q2 2019Q3 2019
Desktop
– On-screen rate
77.2%
74.8%
72.8%
77.1%
75.6%
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– 1 second in-view rate
70.4%
67.5%
65.1%
70.4%
68.5%
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– 2 second in-view rate
67.0%
64.1%
61.7%
67.0%
64.7%
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– 3 second in-view rate
64.0%
61.5%
59.2%
64.2%
61.9%
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– 5 second in-view rate
60.4%
57.7%
55.5%
60.4%
58.2%
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– Fully on-screen rate (no time minimum)
64.6%
61.7%
59.7%
66.5%
66.1%
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– 1 second fully on-screen rate
60.6%
57.3%
55.2%
62.3%
61.4%
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– 3 second fully on-screen rate
55.7%
52.2%
50.2%
57.1%
56.2%
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– In-view time (seconds)
17.20
17.12
16.50
17.09
16.75
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– Played in-view rate
80.1%
79.5%
79.3%
79.9%
76.9%
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– Completion rate
66.3%
67.5%
66.7%
69.8%
69.6%
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– Audible & visible on complete rate
31.7%
26.6%
22.0%
24.4%
22.5%
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– Completion quality rate
42.9%
34.2%
28.3%
29.7%
26.5%
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Mobile
– On-screen rate
72.1%
74.3%
72.6%
74.6%
74.5%
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– 1 second in-view rate
61.2%
63.0%
61.0%
59.3%
60.1%
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– 2 second in-view rate
54.4%
55.9%
53.9%
51.8%
53.2%
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– 3 second in-view rate
49.2%
50.7%
48.9%
46.7%
48.5%
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– 5 second in-view rate
43.9%
45.4%
43.7%
41.4%
43.2%
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– Fully on-screen rate (no time minimum)
59.6%
62.3%
60.7%
62.9%
63.0%
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– 1 second fully on-screen rate
50.8%
52.7%
50.8%
50.8%
52.8%
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– 3 second fully on-screen rate
39.7%
41.0%
39.9%
39.2%
41.9%
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– In-view time (seconds)
12.80
13.08
13.01
12.25
12.73
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– Played in-view rate
66.3%
66.5%
67.4%
63.8%
63.8%
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– Completion rate
49.8%
49.4%
50.0%
51.4%
53.2%
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– Audible & visible on complete rate
15.3%
14.1%
11.7%
10.6%
10.8%
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– Completion quality rate
25.4%
23.8%
20.2%
19.4%
17.8%
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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.