80 - 90% video completion rates? they're lying to you - data by FouAnalytics

What percent of your video ads were watched to completion? 80 - 90% according to reports or analytics given to you by the platforms you buy from? The platforms themselves assume that publishers will honestly invoke the correct quartile pixels when the video ads are actually watched to those points -- firstQuartile, midpoint, thirdQuartile, complete.gif. But do you think bad guys and fraudsters will follow those rules? Of course not. They will invoke the complete.gif pixel 1 second into the playing of the video ad so all of the ads that run on their fake site or fake mobile app get marked as "viewed to completion."

If, however, you look at the actual data collected via the OMSDK installed by a legitimate publisher, you will see an entirely different story: out of 5,660 video ad starts

- 23 made it to the firstQuartile

- 18 made it to midpoint

- 15 made it to thirdQuartile

- 10 made it to complete

So what?

Don't assume that your video ads were viewed to completion. Don't assume that a large portion of your video ads were viewed to completion. Don't assume that your video ads were viewed by humans. Run turn-off experiments to see if video ads are actually driving business outcomes for you. At the very least, use your own independent measurement like FouAnalytics to confirm whether the data given to you by the platforms is even close to reality.

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