TubeMogul, a leader in software for brand advertising, today released its global quarterly report analysing Q3 findings – focusing on a single metric: Viewable Completion Rate.
The report revealed that Australia’s mobile completion rate is the highest among all major global markets, presenting a significant opportunity to advertisers seeking additional viewable ad time.
There is no universal metric for attention. Viewable completion rate considers a person’s ability to see an ad, as well as the time they spend watching it, making it a leading proxy for attention in the digital space.
For TubeMogul’s Q3 report, the company compared video ad attention around the world and analysed viewable completion rates for 15-second desktop video ads. Notable in the Australian market is the fact that Australia’s viewable completion rates have more than doubled year-on-year. The 30-40 per cent range is most common among 15-second desktop video campaigns, directly in line with the market average.
Taylor Schreiner, VP of Research of TubeMogul said: “Australia’s viewable completion rates prove that the market is maturing at a rapid rate, specifically on mobile. Improvements in viewable completion rate occur when both creative and targeting marry effectively. Environment and content matter – and Australia’s marketers are rapidly discovering that effective targeting reaps rewards.”