Overall Ad Performance Metrics
by Device & Country
by Device & Format
by Device & Ad Length
by Purchase Method
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Video Ad Performance Metrics, by Device, Worldwide
| Timeframe | Q4 2020 | |||
|---|---|---|---|---|
| Desktop | ||||
| – 2 sec in-view rate | 70.3% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| — 1 sec fully on-screen rate | 67.4% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| Mobile web | ||||
| – 5 sec in-view rate | 52.6% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – Fully on-screen rate (no time minimum) | 70.4% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| — 3 sec fully on-screen rate | 50.4% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – Played in-view rate | 69.5% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – Completion quality rate | 21.5% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| Mobile in-app | ||||
| – On-screen rate | 93.7% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – 2 sec in-view rate | 61.5% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| — 3 sec fully on-screen rate | 78.0% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – In-view time (seconds) | 12.80 | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – Completion rate | 45.8% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
Source: Moat, July 2021
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.
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