Media Engagement Metrics

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Average Click Thru Rates

In online video advertising, the average click-through rate (CTR) is about 0.26%. For digital display ads in general the average CTR is 0.05%. This article outlines the average click-through rates of these and several other forms of media advertising. All data is recent and focused on industries in the United States, but our findings indicate the average CTR for these ad formats reviewed may vary widely based on industry.


In online video ads, the average CTR was 0.26% for the third quarter of 2017 in the United States. The average CTR for video ads on Facebook is 2.54%, although it is noted that social media advertising for all ad formats is a unique sub-category. In general, video ads are the most effective format to generate user engagement, which is six times higher for video ads on social media platforms than any other ad format.


For display ads the current average CTR is just 0.05% (across all formats and placements). For rich media ads the average CTR is 0.1%.
While this may be considered a low average CTR, it is noted that even when viewers do not click on display ads, this format generates site visits and subsequent searches. Display ads on Facebook have a CTR of 2.87% for photo ads and 0.36% for ads requiring the user to click on a link. Photo ads are considered the greatest performers across all ad categories on social media platforms, where they have a 12% higher click performance than video ads. Display ads remain one of the two most common types of online ads.


The average CTR for search ads is 1.91%. It is assumed that the CTR for ads is higher than other categories because the user is actively researching a topic related to the ad. The average CTR for adWords paid search ads is 2%, and the higher rate likely reflects a greater likelihood than the user is searching for similar content. Search ads are also one of the two most common types of online ads.


The CTR for native ads was 0.8% for the third quarter of 2017. However, our findings revealed that CTR for native ads varies based on the user's device, and premium native ads are most successful on smartphones. For example, the CTR for native ads was 0.38% on smartphones and 0.33% on tablets, but much lower on desktop computers, where the average CTR is only 0.16%.


In summary, the average click-through rates for online video, display, search and native advertisements are 0.26%, 0.05%, 1.91%, and 0.8%, respectively. All data collected from recent and reliable sources focusing on industries in the United States.

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Average Skip Rates

While the average skip rate on a video ad across OTT devices is only about 2%, online platforms (Snapchat, YouTube) and traditional TV's average ad skip rates is quite significant, about 70% to 90%. Details on the percentage of each platform and device are included below.


According to LaunchLeap (Dec 2016), on YouTube, 59% of U. S millennial internet users choose to skip ads after 5 seconds of involuntary viewing. 29% of them claimed that they watched video ads completely and 11% had an ad blocker. With the combination of the percentage of people with ad blockers, the total percentage of people skipping ads is 59% +11% =70%

*Source clarification:
"Data is from the December 2016 LaunchLeap survey. 1,000 U. S internet users ages 18-35 were surveyed online in December 2016. LaunchLeap is a platform for consumers to interact with brands."


According to statista's report "Snapchat ad skipping penetration rate in the United States as of February 2017", 69% of participants aged 18 or over "always or often skip ads on Snapchat"; the percentage is even higher for respondents aged 18 to 24: 80% of them skip ads on Snapchat.

*Source clarification:
3,327 online survey respondents from U. S, of 18 years and older participated in the study.

*Note: This source ( is behind a paywall and the statistics can be viewed only once. If you find difficulty with viewing the data from the source we attached, please refer to this screenshot of the chart.


According to the study " Ad completion rates by device platforms in the U. S, Q1 2017" by FreeWheel, the average skip rate on a video ad across OTT devices is about 2% (OTT devices viewers completed 98% of all video ads), and also 69% of OTT ad views come from authenticated viewers, or "those that are pay TV subscribers who are using their credentials to log-in." The reason for this high percentage of engagement, according to FreeWheel, is that the audience is "actively seeking out a specific series or network and tend watch it all: both content and commercials."

The ad completion rates by other device platforms are also high: tablet (91%), smartphone (86%) and desktop/PC (84%).
"84% of ad views came by way of attached devices (those that are paired to a TV to stream digital content, such as an Apple TV box or Roku player), 11% from gaming consoles and 5% from smart TVs."

Ad view share by content format and device group:
-Attached devices: 52% full episodes, 43% live, 5% clips.
-Gaming consoles: 53% full episodes, 29% clips, 18% live.
-Smart TVs: 78% full episodes, 17% clips, 5% live.

*Source clarification:
Definition of OTT:
FreeWheel used Interactive Advertising Bureau’s definition of OTT — "any device that can connect to a TV to deliver internet-based content, and a category that includes streaming players and sticks, smart TVs and gaming consoles."

Survey sample:

"The study is based on a selected a sample of U.S. FreeWheel clients representing over 95% of OTT-driven digital ad impressions in the company’s research data set."

Traditional TV

According to an ORC International survey from Mirriad (2016), 76% of the respondents claimed that they "block ads online and skip traditional ads on television." 90% of the people skip pre-roll ads appearing ahead of their online videos and TV shows. 84% of millennials indicated that they blocked or skipped ads all or sometimes, while 73% and 72% respectively of gen X and baby boomers also indicated their tendency to block or skip ads.

*Source clarification:
"The survey of 1,015 U. S adults was conducted by ORC International. This online omnibus was live on April 25-27, 2016."


To sum up, across online platforms (Snapchat, YouTube) and traditional TV, the average ad skip rates for online videos and T. V is quite significant, about 70% to 90%. However, the average skip rate on a video ad across OTT devices is only about 2%.
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Average Time Spent Watching Video

US viewers spend an average of 1 hour and 22 minutes per day watching digital video. It is estimated that they also spend 65 seconds per day watching digital video ads. Globally, users spent an average of 47.4 minutes per day watching videos and 16 minutes per month watching digital ads. These numbers include viewers who are ages 18 and up.

Us viewing

The overall time a US viewer spends watching a video as compared to watching ads is about one hour and 22 minutes, or 82 minutes of video to approximately 65 seconds of ads.

According to Zenith Media, there are three key factors in the growth of investment in video ads among marketers. These include a rising amount of time viewers are spending watching video ads, the upward trend of consumer time spent with mobile video, and growth of video content on social media sites such as Facebook and Twitter.

According to Eicoff, 98% of streaming TV viewers complete watching all video ads compared to 91% on tablets, 86% on smartphones and 84% on desktops. While all OTT peaked during prime time viewing, it was found that attached devices were used more often in the morning hours and game consoles took the lead late at night.

Global viewing

Globally, it was found that viewers spend an average of 47.4 minutes a day viewing videos, which is up from 39.6 minutes in 2016. Mobile video viewing averaged 29 minutes per day in 2017 and is expected to rise by 25% in 2018. Global users watched approximately 16 minutes of ads per month or about 53 seconds per day. 4.6 billion video ads are watched online each year and the average user is exposed to an average of 32.3 videos in a month.

Online video advertising is experiencing rapid growth and is expected to account for 31% of total expenditure on digital display by 2019. According to Zenith's global brand president, Vittorio Bonori, online video gives brands the opportunity to engage with consumers as individuals. states that 67% of Millennials agree that they can find a YouTube video of anything they want to learn. Snapchat leads the way in video viewing, while the most popular videos are comedy followed by news and music. Among the top three social media platforms for video, there are a combined 22 billion daily video views.

It is estimated that video in an email results in a 200-300% increase in click-through rate while including video on a landing page can increase conversions by 80%.


As previously mentioned, each day global users watch digital videos for 47.4 minutes. These same users watch digital video ads for a total of 16 minutes each month. By assuming that there are 30 days in a typical month, this correlates to a ratio of 89 minutes of digital video to 1 minute of digital video ads.

US users watch digital video for a total of 82 minutes a day (or about one hour and 22 minutes). If the US figure (82 minutes) is divided by the global figure (89 minutes) and then multiplied by 60, in order to convert this figure into seconds, then it reaches a total of 65 seconds.

Global Total Number of Minutes Spent Watching Digital Video Per Day / US Total Number of Minutes Spent Watching Digital Video Per Day x Number of Minutes in an Hour = Number of Seconds US Viewers Spend Watching Digital Ads Per Day

89/82 x 60 = 65

Therefore, US viewers watch an estimated 82 minutes or of digital video a day and 65 seconds of digital ads a day.


It was found that US viewers watch an average 1 hour and 22 minutes of digital video per day and 65 seconds of digital ads. Globally, the numbers were slightly lower at 47.4 minutes per day viewing digital video and 53 seconds per day viewing ads. It was found that TV streaming viewers viewed 98% of ads and that video is becoming increasingly popular on social media. Digital video viewing is expected to continue to rise and viewing on mobile devices is increasingly popular.