Why completion trumps click-through for online videos

04/11/2012 | MediaPost Communications

Advertisers looking to measure the success of a video should look at how many people finished watching the clip, not just how many people started, writes Gavin O'Malley, citing Vindico data. The company finds that engagement and completion are more important metrics than click-through and that marketers should pay attention to how video frequency can affect completion rates. Shorter videos also tend to have higher completion rates, he notes.

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