South Korea tops global viewable completion rates: TubeMogul

SINGAPORE – South Korea’s viewable completion rate is the highest in the world among major markets at 48 percent, with Indonesia close behind in second position at 44 percent, according to a new report by TubeMogul.

In a statement, Taylor Schreiner, VP of research of TubeMogul said Asia’s viewable completion rates are the most divergent globally with mature markets rising to the top, while less established nations struggle with issues such as viewability, inventory and access to high-speed broadband and wifi.

Countries like Malaysia (14 percent), Thailand (16 percent) and China (16 percent), all rank near the bottom globally while South Korea, Indonesia and Japan (41 percent), rank at the top – above every nation in North America and Europe, where the majority of markets fall in the 30-40 percent range.

In Australia, viewable completion rates have more than doubled in the span of one year. The 30-40 percent range is most common among 15 second desktop video campaigns, directly in line with the market average. Australia’s mobile completion rates are also the highest among major markets.

“TubeMogul anticipates that Asia, along with South America, are the two regions where we will see significant growth in viewable completion rates as countries like Malaysia, Thailand and China make greater efforts to tackle connectivity issues and ad fraud,” Schreiner added.

While there is no universal metric for attention, the company’s definition of a viewable completion rate considers a person’s ability to see an ad, as well as the time they spend watching it – as a proxy for attention in the digital space.

The brand advertising software provider’s latest global quarterly report compared video ad attention around the world and analysed viewable completion rates for 15-second desktop video ads for Q3.