Online Video Has a Completion Rate of Almost 50%

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.

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