Report: Marketing Video Completion Rates Dip, but 15-Second Clips See Success

Marketing video completion rates (VCR) were slightly down in Q4 2019, according to new research. However, statistics show that 15-second videos have a higher VCR than others.

Extreme Reach recently published its “2019 Q4 and Full Year Video Benchmarks” report, and data suggested that the average VCR in Q4 2019 was 88%. This was a slight decrease from the 89% recorded in the previous quarters of 2019.

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That being said, video length appeared to have a slight impact on VCR. For example, the average completion rates for 15-second videos in Q4 2019 was 89%, edging out six-second videos (87%) and 30-second videos (88%).

The average completion rate for 15-second videos also steadily increased throughout 2019, initially starting at 86% in the first quarter before finishing the year at 89%. This data suggests that 15 seconds may be the “sweet spot” for video marketers.

Digital Video as a Marketing Priority

Despite the challenges associated with video marketing, previous research suggested that marketers were still dedicated to making it work in 2020.

Integral Ad Science published its “Industry Pulse Report 2020” and discovered that organizations expect to spend almost $41.76 billion on digital video this year. This is a 20.8% year-over-year increase, with 78% of marketers citing digital video as their top priority for digital marketing programs.

Additionally, marketers are projected to spend $63.51 billion on mobile, which is a 20.2% leap from the year before. Approximately $43.53 billion will be spent on social by marketers.

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