Home  › Media › Video
online-video

Online Video Has a Completion Rate of Almost 50%

  |  April 9, 2013   |  Comments

Online video offers an over 47 percent completion rate, according to a recent study by Celtra.

Online video offers an over 47 percent completion rate, according to a recent study by Celtra.

The study found that 80 percent of online video is less than one minute long. Celtra says that video is being used increasingly by advertisers. Specifically, the firm says mobile video ads are being utilized be advertising firms.

"As video continues to be the most popular and consumable content in mobile rich media ads, advertisers are starting to produce videos exclusively for mobile consumption," said co-founder and chief product officer of Celtra Matevz Klanjsek.

"Such videos consistently out-perform content produced for other channels and used in mobile ads, such as TV commercials."

Celtra found that 43 percent of online ads feature video. A key reason for that could be because video encourages more engagement. According to the study, over 14 percent of viewers interact with video ads. Celtra says that figure shows a 50 percent growth from the Q3 2012.

A majority of online video is under one minute in length. Celtra's research discovered that the average online video is 45 seconds long. About 46 percent of online video was also reported to be less than 30 seconds in length.

"Interestingly, the length of the video doesn't have a significant effect on the performance, as users typically drop off in the first couple of seconds or tend to watch the video until the end if it proves interesting enough," continued Klanjsek.

The statistics come as Celtra unveils the addition of video research numbers for its analytics platform, AdCreator. Celtra's platform now offers measurements for total video consumption, average video play time, and video attention span.

Celtra's statistics come from an examination of over 150 videos over the course of Q4 2012. The company reports that about 730,000 consumers saw the online videos. Types of video reviewed included commercials, movie trailers, and product presentations.

Video image on home page via Shutterstock.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive 9 Strategies to Engage Your Consumers White Paper

9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Resources

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...