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United StatesVideo Ad Performance Benchmarks, Worldwide
Desktop Performance Metrics
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by Device
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Overall Ad Performance Metrics
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Impression Share
by Device & Country
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Brand Risk
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Viewability Rate
by Format
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% of Ad Viewed
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Completion Rates
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Engagement Rate
by Device & Format
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% of Ad Viewed
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Clickthrough Rates (CTR)
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Completion Rate
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Engagement Rate
by Device & Ad Length
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Impression Share
by Purchase Method
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Desktop Performance Metrics
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Desktop Video Ad Performance Metrics, by Purchase Method, Worldwide

TimeframeQ2 2018Q3 2018Q2 2019Q3 2019Q4 2019
Direct
– In-view time (seconds)Maximum of two rows can be charted.
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– On-screen rateMaximum of two rows can be charted.
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– 1 second in-view rateMaximum of two rows can be charted.
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– 2 second in-view rateMaximum of two rows can be charted.
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– 3 second in-view rateMaximum of two rows can be charted.
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– 5 second in-view rateMaximum of two rows can be charted.
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– Fully on-screen rate (no time minimum)Maximum of two rows can be charted.
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– 1 second fully on-screen rateMaximum of two rows can be charted.
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– 3 second fully on-screen rateMaximum of two rows can be charted.
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– Played in-view rateMaximum of two rows can be charted.
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– Completion rateMaximum of two rows can be charted.
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– Completion quality rateMaximum of two rows can be charted.
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Programmatic
– In-view time (seconds)Maximum of two rows can be charted.
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– On-screen rateMaximum of two rows can be charted.
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– 1 second in-view rateMaximum of two rows can be charted.
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– 2 second in-view rateMaximum of two rows can be charted.
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– 3 second in-view rateMaximum of two rows can be charted.
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– 5 second in-view rateMaximum of two rows can be charted.
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– Fully on-screen rate (no time minimum)Maximum of two rows can be charted.
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– 1 second fully on-screen rateMaximum of two rows can be charted.
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– 3 second fully on-screen rateMaximum of two rows can be charted.
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– Played in-view rateMaximum of two rows can be charted.
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– Completion rateMaximum of two rows can be charted.
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– Completion quality rateMaximum of two rows can be charted.
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Source: Moat

Note: represents activity on the Moat Analytics platform, broader industry metrics may vary

Additional Note: viewability rate is the percent of impressions 50% in-view for at least 2 consecutive seconds; completion rate is the percentage of measurable impressions where the ad played to completion, regardless of viewability; viewable completion rate is the percentage of viewable impressions (in-view for at least 2 consecutive seconds) where the ad played to completion; clickthrough rate (CTR) is the ratio of clicks to measurable impressions

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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