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.

Tags:

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

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

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

WEBINARS

Jobs

    • SEO Specialist
      SEO Specialist (Bankrate.com) - New YorkBankrate, Inc. operates a network of personal finance related web sites for consumers.  Our sites provide...
    • Search Manager
      Search Manager (LOYAL3) - San FranciscoThe Role: We are looking for a bright, driven and personable performance-based marketer to join LOYAL3’...
    • Product Manager - Contract position
      Product Manager - Contract position (Wiley Publishing) - HobokenThis position can be located in either Hoboken, NJ or Indianapolis, IN. We are...